Attractions Management Q3 2014

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HERE COMES CHINA

As China opens up to the West, the nation’s attractions are booming, with existing attractions reporting record attendances and new museums, theme parks and science centres planned. Disney and the Puy du Fou are leading the charge.

peaking at the opening of the recent IAAPA At facility level, the National Museum of China Asian Attractions Expo in Beijing, Paul Noland, saw a huge jump up the rankings, reporting growth president and CEO of IAAPA, said the Chinese in attendance of 38.7 per cent and moving into third S market is the fastest growing in the world, with at place internationally. This is partly a result of the free least 59 theme parks under development, probably more. admissions policy and partly because the museum has The trade show – IAAPA’s first foray into mainland China benefited from significant investment. As part of this, the after years in Singapore, Hong Kong and Macau – was a focus of the collections has shifted from local to national huge step up size-wise on previous events, as suppliers history, with a number of popular international exhibitions gear up to tackle the commercial opportunities presented organised as China opens up to the world. by this massive market. In 2000, when rumours Further evidence of the first circulated about Disney’s momentum in the Chinese Puy du Fou – France’s world- intention to build in China, and wider Asian markets class historical reenactment the nation was largely closed comes from the new TEA/ theme park – will work with to the West, so it was an AECOM 2013 Theme Index audacious move by the Mouse. & Museum Index (see Chinese partners to build an It was a further nine years page 36), which shows attraction by the Great Wall before the formal announcement that attractions in Asia are came, showing the incubation booming in terms of both period required for a project of new facility development this nature, scale and scope. and attendance. This trend applies to everything from Disney’s move showed the world China was open for business theme parks to museums and waterparks. and was partly responsible for sparking the current wave of The gap in attendance figures between the top 20 North development. Shanghai Disneyland will open at the end of 2015. American theme parks and the top 20 Asian parks is All schemes in China are subject to state approval and as narrowing fast, falling from a difference of 22.9 million the government favours those promoting Chinese history and people in 2012 to 18.3 million in 2013. culture, they’re dominating proposed developments. Museum attendances in Asia grew by 27.8 per cent in This include plans by the Puy du Fou – France’s world-class 2013, mainly as a result of a new free-access museums historical reenactment theme park – which will work with policy which has been implemented in China. The change Chinese partners to build an attraction by the Great Wall. was rolled out to two-thirds of the nation’s museums With such exciting plans in the pipeline, the industry will be during 2013, and its impact shows how – by sheer force of riding the development wave in China for decades to come. numbers – growth in the Chinese market will enable this rapidly emerging nation to dominate in Asia. Liz Terry, editor, twitter: @elizterry

Tel: +44 (0)1462 431385 leisuremedia.com @attractionsmag [email protected]

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 7 IN THIS ISSUE ATTRACTIONS MANAGEMENT

Q p24 Mark Fisher on Merlin and DreamWorks’ partnership to create six Shrek attractions: “They’re the same kinds of people – it’s a bit of a love-in” © BLOOMBERG VIA GETTY IMAGES GETTY VIA © BLOOMBERG

Q p36 TEA/AECOM Theme Index 2013: attendance figures reveal a great year for the industry Q p50 Zuckerberg: new era for virtual reality?

ISSUE 2 2014 30 Talking Point 46 Museums Whose Museum Is It Anyway? Virtual Visits 07 Editor’s letter Five experts debate how museums Europe’s biggest museum conference 12 Theme parks can tackle the controversial issue looks at how technology and the digital of balancing the needs of the visitor revolution can enhance the attraction. We 13 Visitor Attractions with their curatorial responsibilities report from the event in Newcastle, UK 15 Waterparks 16 Science Centres 36 Analysis TEA/AECOM 50 Technology Enduring Appeal Face Reality 18 Zoos & Aquariums Theme park attendance for 2013 As Facebook’s Mark Zuckerberg buys 20 Museums & Galleries reached an all-time high, and museums Oculus VR and its Rift device, we look at 22 Heritage worldwide performed well. AECOM’s how far VR has come, and ask whether economics experts crunch the numbers it has a place in the attractions industry 24 Teamworking The Art of Collaboration 42 Theme Parks 56 Proﬁle Merlin’s Mark Fisher talks about working Oceans of Fun Sarah Maltby with Hollywood studio DreamWorks on Chimelong International Ocean Resort As Jorvik turns 30, director Sarah the upcoming Shrek-themed midways, is a big development on a small island. Maltby talks about keeping archaeology how to spot a winning IP and the Will its proximity to the gambling haven at the heart of what the Viking centre importance of creative collaboration of Macau be a help or a hindrance? does, and moving with the times

8 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 ATTRACTIONS MANAGEMENT ISSUE 3 2014

Q p66 San Diego Zoo Safari Park introduces an immersive experience with its new Tiger Trail Q p76 Belgium hosts science centre leaders

Q p46 Minecraft features at MuseumNext Q p87 Cutting-edge architectural lighting installations: here, Tate Modern’s Turbine Hall

60 Storytelling 78 Gallery Design Digital magazine: Inside Story Play to the Gallery See Attractions Management online: Abu Dhabi’s Yas Waterworld draws on A global round-up of the best projects attractionsmanagement.com/digital the local culture to create a narrative and renovations from leading firms News and jobs: journey for its visitors. Atkins Global For the latest attractions jobs and industry tells us about an innovative approach 84 Audioguides & Apps news, visit www.attractionsmanagement.com or sign up for the weekly ezine Grand Tours www.attractionsmanagement.com/ezine 66 Interview The best in visitor guides Rick Schwartz Attractions-kit.net Find suppliers 24/7 using Attractions San Diego Zoo Global ambassador on the 87 Light & Sound Management’s dedicated search Tiger Trail and conservation initiatives Light Fantastic engine: www.attractions-kit.net Castles and Tate Modern’s Turbine Subscribe: 72 Show preview Hall transformed by light and sound Be a part of the bigger picture and Euro Attractions Show subscribe to Attractions Management. Looking forward to EAS in Amsterdam 90 Attractions-kit To sign up, call: +44 (0)1462 471915 Product Focus or visit www.leisuresubs.com 76 Conference Report The latest from the waterpark industry Web gallery: Science Centre World Summit 2014 For suppliers of products and Declarations signed, topics debated 92 Web gallery services in the worldwide attractions in our report from Technopolis A source of attractions services industry, turn to page 84

AM 3 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 9 the team

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AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 11 Theme Parks

Harry Potter attractions light up Orlando and Osaka

Harry Potter has been making waves with the highly anticipated Wizarding World of Harry Potter: Diagon Alley opening to the public on 8 July, closely followed by a Harry Potter attraction in Osaka, Japan, which launched on 15 July. The US attraction opened to much excitement, with fans turning out in droves to explore Universal Orlando Resort Florida’s new attraction. Thousands showed up to explore the area, which includes the signature attraction Harry Potter and the Escape from Gringotts. Visitor demand was so high that queue times for the Gringotts ride exceeded five hours. The ride is a 3D attraction, with a rollercoaster car that tilts and weaves in tandem with the action on screen. Harry Potter fans in Japan also got closer to the magic with the opening of the $500m (€362m, £297m) Wizarding World of Harry Potter attraction in Osaka. Harry Potter fans celebrate the opening of the Wizarding World attraction at Universal Studios Japan in Osaka Located at Universal Studios Japan, the attraction covers nine acres within the also has an array of souvenir shops. Harry Potter is extremely popular in theme park and includes a giant recrea- The Osaka park aims to build on the 10.5 Japan. The first movie, Harry Potter and tion of Hogwarts Castle, a Hippogriff roller million visitors it welcomed in 2013, a 7.7 the Philosopher’s Stone, is the country’s coaster, the Three Broomsticks tavern and per cent rise from 2012 and the second- fourth-highest grossing movie of all time. Hagrid’s Hut. The village of Hogsmeade highest figure since opening in 2001. Details: http://lei.sr?a=x7B4I

Wait over for Ratatouille fans as ride opens

After a near five-year wait, the highly anticipated Ratatouille attraction opened on 10 July at Disneyland Paris. The debut visitors were plunged into a world based on the Six Flags plans to license its popular park brand Disney-Pixar movie, and on boarding the ride were whisked off on a “ratmo- Six Flags joins China’s bile” into the heart of the boom in theme parks over-sized Parisien restaurant Chez Gusteau. Six Flags will join the 60-plus theme The immersive fam- parks under development in China after ily attraction, L’Aventure it signed a strategic partnership with a Totalement Toquée de real-estate developer to build multiple Six Rémy (translated from the Flags-branded theme parks over the next French as Rémy’s Totally The kitchen scene by P&P Projects is part of the new Ratatouille ride decade. The deal is with the Riverside Zany Adventure) includes Investment Group, which has more than a restaurant and soon-to- at the park, they experience The making of the €150m $3.5bn (£2bn, €2.6bn) in assets under open shop inside a Paris animation uniquely created ($204m, £119m) Ratatouille management and over 300 acquisitions. quarter. The ride itself is in 3D by filmmakers Pixar. attraction has been in itself Details were not disclosed, but Six based on the concept that P&P Projects were also a gigantic undertaking, with Flags said it will receive royalties from the guests are shrunk down involved, and developed and 4,000 craftspeople involved parks using the brand, and will super- to a rat’s size. Travelling created all the oversized in the building process and vise construction and operation of the through Chez Gusteau in elements in the kitchen more than 40 companies site to maintain appropriate standards. the six-seater ratmobile, an scene, like gigantic vegeta- from France alone. Details: http://lei.sr?a=q9h6w entirely new ride experience bles, sausages and fish. Details: http://lei.sr?a=v9k0x

12 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Visitor Attractions

Google Glass to revolutionise the way we look at art

A research team is investigating how Google Glass can be used to display instant information on artworks as visitors walk around museums and galleries, with the possibility the technology could replace guidebooks and audio guides entirely. A team from Manchester Metropolitan University (MMU) in the north of England is using artist George Stubbs’ artwork Cheetah and Stag with Two Indians to test the service, which provides the user with information they would normally read on the wall, while audio information about Stubbs will also be made available to the viewer. The wearer uses the glasses to take a picture of the painting, which is recognised by Google Glass, that then provides the information through the technology. Testers of the technology were art gallery goers of all ages, genders, social groups and occupations. An MMU spokesperson said that the response to the new George Stubbs’ Cheetah and Stag with Two Indians was used as a test for the Google Glass project technology in the art gallery had been generally very positive. suggestions and recommend similar private bespoke tour guide. There are also Further tests on the technology were works, for example other oil paintings of plans to test the technology on sculptures carried out on six more paintings through- that period or other works by Stubbs. The and three-dimensional works, though it out June, with the team hoping that the glasses would then direct the user to the becomes more complex with 3D works. glasses will eventually be able to provide right area of the gallery, something like a Details: http://lei.sr?a=Z8d8Z

Pioneering 360 ﬁlm to debut in FIFA museum

The 2014 final of what has been touted by football fans and media as “the greatest World Cup” of all time has been filmed using a pioneering 360° Ultra HD viewing experience to US attractions: President Obama sees dollar signs debut in FIFA’s recently approved World Football Museum, opening in 2016. Obama pushes US The final of the 2014 tourist attractions World Cup – in which Germany triumphed over US President Barack Obama is aiming Argentina with a 1-0 extra to draw an additional 30 million tourists time victory – will be to the country each year by promoting relayed in a 360° viewing national visitor attractions. He made experience with a state-of- the statement during a recent visit to the-art Ultra HD OmniCam Mario Götze’s World Cup final goal will be available in full panoramic HD the National Baseball Hall of Fame in developed by scientists. Cooperstown, New York. The equipment used a FIFA gained approval historical football events, Improvements to entry processes are panoramic shooting tech- to begin construction on the upper storeys of the designed to cut waiting times, while nique meaning the game the $200m (€146.8m, museum will house offices six government agencies will work with can be watched on 360° £116.8m) museum – to for 136 workstations as the public-private partnership Brand or 180° screens of future be housed in downtown well as 34 apartments. The USA to launch advertising campaigns panoramic cinemas, as Zurich, Switzerland. museum will include a hall in 10 global markets. The adverts will if the viewer is sitting in In addition to an exhibi- of fame, 3D displays and tout the best US attractions. the stadium watching the tion space with trophies interactive games. Details: http://lei.sr?a=U3P8y recorded match in person. and shirts from years of Details: http://lei.sr?a=r6w6x

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 13 AIR RACE t .it .it a.it rla perl mpemp zam @za a@z rla@ erla per m mp a za l: z ail: mai

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AM 3 2013 ©Cybertrek 2013 www.zamperla.comRead Attractions Management online attractionsmanagement.com/digital 21 Waterparks

Cartoon Network waterpark opens

Cartoon Network’s first Don’t underestimate branded waterpark opens the value of leading in August to invited guests and annual pass holders in customer service Bang Saray, Thailand. The grand opening – when all ALEATHA EZRA features and attractions will be operational – is scheduled for the end of the year. ccording to The highly-anticipated an interview $30.9m (£18.2m, €22.8m) Ain the 2013 Cartoon Network Amazone, Theme Park overseen by theme park Index released by TEA developers Amazon Falls, and AECOM in June, was announced at the John Robinett, senior beginning of 2012, with the Many Cartoon Network IPs have been incorporated into the park vice president economics for AECOM, television network aiming said last year’s success in attractions is to open more branded Thailand’s first globally vibrant culture with a vast due to “a global rise in the importance of attractions across the Asia- branded theme park and history and also the most leisure as a driving influence in culture Pacific region. features signature attrac- welcoming people in the and economies.” Waterparks are very The attractions – supplied tions including a gigantic world,” said the chair much a part of this mix, with eight of the by Polin – incorporate a family wave pool, an adven- of Amazon Falls, Liakat 10 top theme park groups having multiple variety of popular animated ture river, speed-racing Dhanji. “Cartoon Network waterpark locations in their brand. series including Adventure slides, family raft slides and is a global household So, just how are the top 20 waterparks Time, Ben 10, The Power Puff one of the world’s largest name. We have no doubt in the world driving more than 27 million Girls, Johnny Bravo and The interactive water fortresses. that it will be a great draw guests through their gates? Along with Amazing World of Gumball. “Thailand has excellent for our waterpark.” the addition of some spectacular attrac- The waterpark becomes tourism credentials, a Details: http://lei.sr?a=y5r2r tions, waterpark operators are focusing on hiring the best people who can deliver consistent, memorable customer service that anticipates the guests’ needs Splash Kingdom plans Christian waterpark before they even have to ask for it. This is what a recent Forbes article entitled The owner of Christian- “Spilled Ice Cream And Six Flags: A Great orientated Splash Kingdom Customer Service Adventure” refers to as Family Waterparks has “anticipatory customer service.” In this announced that he will be article, author Micah Solomon looks at opening another attraction, how Six Flags as a brand has created a this time in the county of culture of “pre-planned service recovery.” Brazoria, Texas, US. Six Flags has instituted a “key compo- The company’s parks are nent of a successful customer experience: operated with the intention ensuring that your business is a conduit of “glorifying God”, accord- for relationships. In other words, turning ing to Splash Kingdom’s your business into a setting for custom- owner Johnny Blevins, with ers to form stronger bonds with the a new faith-based facility people your customer cares about,” wrote expected to open in 2015 Solomon. if it makes it past a county So, it’s not just providing thrilling ride ballot later this year. experiences, although those still matter; Splash Kingdom has and it’s not only about providing the waterparks in Canton and Splash Kingdom Waterparks operates a number of attractions in the US safest, cleanest environment possible Hudson Oaks, Texas, as well for waterpark patrons, although that will as Shreveport, Louisiana. of women’s swimwear, denim religious principles have always matter first and foremost to con- The company’s owner and alcohol banned from been growing in numbers sumers. To achieve the kind of success belongs to the Faith-Based their premises. across the world, particularly that places you in the top 20 worldwide, Amusement Association. Guests at the waterparks in the US, where a Christian you also need to provide a well-trained Given their Christian can also be asked to cover group called Answers in seasonal and full-time staff that focuses grounding, Splash Kingdom’s up if their swimwear or Genesis is also seeking to on “anticipatory customer service.” waterparks operate follow- tattoos are deemed to be push ahead with plans for an ing a conservative set of offensive or inappropriate. Old Testament theme park. Aleatha Ezra, director of park rules, with particular types Attractions based around Details: http://lei.sr?a=U6r6J member development, WWA

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 15 Science Centres

Abu Dhabi centre aims to inspire

Taking the sector’s Plans for a new science pulse at the Ecsite centre in Abu Dhabi have been revealed by Annual Conference the country’s Technology Development Committee CAMILLE PISANI (TDC), offering more than 200 interactive exhibits as part of a campaign to get csite, the more young children inter- European net- ested in science. Ework for science Opening in 2016, the centres and state-of-the-art facility museums, held its 25th – located in Masdar City annual conference in adjacent to Abu Dhabi the Hague, Netherlands, International Airport – fea- from 22-24 May, attended by 954 par- tures a planetarium, water ticipants from 48 different countries. play area and seven signa- The science centre will include a planetarium, which will seat 75 people As chair of the Annual Conference ture galleries for exhibitions, Programme Committee, I want to dis- as well as teaching spaces. than 200,000 visitors a Committee to “establish a cuss two of this year’s main trends. Abu Dhabi Science year, with building set to vibrant Science, Technology The first striking observation from Centre (ADSC) will serve start later this year. and Innovation (STI) base the 2014 edition is the strong participa- as both a local project for Costs for the creation of in the Emirate” and is also tion of makers and gamers. The Maker education and a major the two-storey 6,500sqm a strategic initiative that’s movement in particular has firmly attraction for the people of (70,000sq ft) ADSC have aimed at inspiring the next rooted several of its branches inside the UAE and visitors world- not yet been revealed. generation to consider science centres and museums, often wide. Targeted at children The centre is part of a STI education and careers via the setup of Fab Labs or Maker aged 6-11, the centre is strategy by the Abu Dhabi further down the line. Faires. These high-tech, low-cost DIY expected to attract more Technology Development Details: http://lei.sr?a=T7K9X workshops represent more than a new tool: they bring new science engagement practitioners and new audiences with them. Both theoretical and practi- KidsSTOP science centre debuts in Singapore cal sessions gathered large crowds at the conference, whether to discuss the KidsSTOP – an interac- movement’s “social epidemiology” or tive science centre aimed build a giant chain reaction. Gaming also at children – has become attracts increasing attention and could the first such attraction to not remain limited to a few sessions. open in Singapore. The second trend shows a deep shift Designed by Jack Rouse in the way science centres and museums Associates (JRA), the centre consider their role in society. Institutions is an addition to the existing are increasingly entering in dialogue Science Centre Singapore with professionals from other sectors, and comprises 17 zones with with policymakers, entrepreneurs, as areas designed around the well as ordinary citizens. We are moving themes of imagine, experi- away from a top-down approach towards ence, discover and dream a more participatory model of science The centre, reported to engagement. Definitions and possi- have cost around $8.5m ble uses of citizen science, responsible (£5m, €6.3m), aims to research and innovation and living labs encourage learning through were strongly debated – a healthy sign activity, play and exploration. The 17-zone science centre is reported to have cost around $8.5 million of diversity and experimentation. The “imagine” sec- Interestingly, this trend is chang- tion of the centre uses the art appreciation from chil- KidSTOP’s most promi- ing the Ecsite Annual Conference concept of innovative role dren and appreciation of nent feature is Big Dream itself: many suggestions made during play, encouraging kids to nature through interactions Climber, a 9-metre (29.5- an idea-gathering session for the next practice creative and com- with live animals, stop- foot) climbing structure 25 years of conferences went in the munication skills to boost motion animation and more. which allows children to direction of more participation. self-confidence, intellectual The “discover” aspect ascend and explore different growth and social skills. centres around science, zones incorporating hanging Camille Pisani, director of the Royal In the “experience” area, technology, engineering and leaves, doors and gears. Belgian Institute of Natural Sciences the centre will encourage mathematics (STEM). Details: http://lei.sr?a=Z2t7G

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Zoos & Aquariums

Zurich Zoo’s elephant ‘aquarium’

Efforts in amphibian Visitors to Switzerland’s conservation grow Zurich Zoo can now get up close and personal with the in leaps and bounds park’s six Indian elephants following the opening of the JENNIFER FIELDS $63.3m (£37.8m, €46.7m) Kaeng Krachan elephant park, which welcomed its ore than first guests on 8 June. one-third of The new 11,000sqm Mthe world’s (118,400sq ft) elephant amphibian enclosure features six water population is in danger basins, one of which offers of extinction due to an aquarium view of the habitat loss and deg- land animals swimming. radation, disease and environmental The basin has a glass The new enclosure offers an aquarium view of the elephants swimming changes. Zoos and aquariums wall – reinforced to accredited by the Association of take the weight of the with different vegetation. public to the zoo. Zoos and Aquariums (AZA) are elephant occupants – and “Paris has the Eiffel The elephants have been committed to working to protect the is designed to give the Tower, Rome the in the new park since mid- future of these animals through their elephants conditions that Colosseum – Zurich now March and have had ample various conservation projects. more closely resemble their has its elephant park,” said time to acclimatise to their With Head Start programmes and natural environment. zoo chair, Martin Naville. new conditions, accord- breeding, rescue and reintroduc- The habitat also features The cost of the elephant ing to the zoo, while a new tion initiatives, as well as public an area for the elephants to park was financed through addition is soon expected engagement through citizen science “socialise” where keepers foundation grants, legacies with the imminent birth of programmes such as AZA’s FrogWatch are not allowed to go, featur- and sums donated by more an elephant calf. USA, AZA-accredited facilities make ing covered and open areas than 5,500 members of the Details: http://lei.sr?a=u2G7t significant contributions to amphibian conservation. These facilities also conduct vitally important research and train amphib- BIG imagines new kind of zoo with Zootopia ian conservationists around the world. Important projects are underway Bjarke Ingles Group (BIG) throughout all of the Americas, as well has been commissioned as in Africa and Asia. to design a new form of Recently, AZA published the 2013 enclosure at Givskud Zoo, Amphibian Conservation - Highlights Denmark – Zootopia. and Accomplishments report, which Zootopia is based on the is available on the AZA website. The concept of man and nature report features the work of individual becoming one; it is a hybrid facilities, as well as AZA’s Amphibian of a traditional zoo and a Taxon Advisory Group (ATAG) and safari, which will be split amphibian-focused Species Survival into four different sec- plans, and it highlights many of the tions, three of which will successes so far and the ongoing com- be themed around the con- mitments regarding amphibians. tinents of Africa, Asia and Rendering of BIG’s concept for the Zootopia site in Denmark While amphibians serve an the Americas, with a central important role in the lives of other plaza in the middle. Americas (in a cable car), surrounding attractions. species that depend on them, they BIG stated: “It is our cycle or hike through Africa BIG is aiming to make this also act as indicators that can help dream – with Givskud – to and sail across Asia. space an extension of the humans understand the health of the create the best possible The traditional caged city, allowing freedom of environment. As threats to the species and freest possible environ- aspects of the zoo will be movement and integration increase, the conservation efforts of ment for the animals’ lives hidden in a natural manner from a proposed square AZA-accredited zoos and aquariums and relationships with each within the new landscape, outside. The entrance will and their partners are more important other and visitors.” allowing homes for the ani- wrap around itself to create than ever. Working together, they will Across BIG’s three- mals to blend seamlessly a natural entrance gate. continue to make a difference. continent concept, each with the overall design. The 1,200,000sqm will have a different mode Linking the areas together, (3,937,007sq ft) project is Jennifer Fields, communications of transport, allowing the the Central Plaza will allow currently in progress. coordinator, AZA visitor to “fly” over the guests to glimpse the Details: http://lei.sr?a=y3P2M

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New look for London’s Imperial War Museum

London’s Imperial War Museum (IWM) has marked the centenary of World War One with the reopening of its museum following the completion of the first phase of a larger £40m (US$68.3m, €50.5m) revamp of the entire facility. The first phase of the IWM’s refurbish- ment was made possible with £6.5m (US$11.1m, €8.2m) in funding from the Heritage Lottery Fund and £5m (US$8.5m, €6.3m) from the Department for Culture, Media and Sport, as well as other public and private donations. Foster + Partners (F+P) has been working on the Imperial War Museum (IWM) for the last four years as part of a wider redevelopment and masterplan of the entire site. The new atrium by F+P and the IWM’s World War Galleries were officially opened by Prince William, Duke of Cambridge and prime minister, David Cameron, on 17 July. The first phase the IWM’s develop- An Imperial War Museum image shows the newly redeveloped atrium and exhibits ment has been finished in time to coincide with the centenary of the start of World told Attractions Management “there are milestones. That is the objective.” War One. The subsequent phases of the lots of milestones coming and we hope Architecturally, the museum still has museum’s redevelopment are planned to to pin those future phases to those dates, several phases to go before it’s envisaged coincide with other commemoration dates. so there will hopefully be a series of big masterplan is complete, said Jones. Michael Jones, senior partner at F+P, projects that commemorate these different Details: http://lei.sr?a=V2J2y

George Lucas picks Chicago for museum

Chicago has been selected as home for the much sought-after George Lucas museum, with the city nar- rowly pipping bids from Los Angeles and San Francisco. Lucas – creator of the British contemporary artist Damien Hirst Star Wars and Indiana Jones movie franchises – looked New gallery to house initially to have chosen San Francisco for the home of Hirst’s art collection what will be known as the Lucas Museum of Narrative The personal art collection of British Art. However, complications artist Damien Hirst is set to go on dis- in the San Francisco plans play in May 2015, when a new gallery and an aggressive lobby- opens in Vauxhall, south London. ing effort by Chicago Mayor The collection – which contains 2,000 Rahm Emanuel led to him George Lucas plans to initially invest a reported $300m pieces – will be housed in a converted choosing the Illinois city. warehouse, designed by Caruso St John Pending approval by the statement said. straightforward, though, Architects, who also worked on the Chicago Plan Commission, “I am humbled to be join- as an open space cam- recent revamp of Tate Britain. Lucas’ institution will be ing such an extraordinary paign group has threatened Hirst’s collection includes work by built on parking lots between museum community and to a lawsuit against Lucas, Francis Bacon, Jeff Koons and street art- Soldier Field and McCormick be creating the museum in a claiming the museum would ist Banksy. The local council hailed the Place, with a projected open- city that has a long tradition breach regulations designed start of a “Gallery Quarter” alongside ing date of 2018. Renderings of embracing the arts and to protect open space adja- the major regeneration in the area. will be presented to city ofﬁ- architecture,” Lucas said. cent to Lake Michigan. Details: http://lei.sr?a=v2Q8W cials by October, a museum Plans may not be that Details: http://lei.sr?a=V2J2y

20 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 re Ti Cent anjin Science Discovery ark Pu me P teri Harbour Family The

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[email protected] www.forrec.com @forrecdesigns Heritage

Looters, gangs putting Egypt’s heritage in danger

Egypt’s heritage sector is in disarray following the revolution and the collapse of the country’s government in 2011, with armed gangs, looters and general destruction plac- ing the country’s rich cultural history in peril, according to an eminent academic. A breakdown in security to culturally significant sites in Iraq in 2003 led to widespread looting and now the same is happening in Egypt, comparable to some of the losses seen in other warring countries in the region such as Syria, which has suffered a similar breakdown in heritage and cultural protection. The illicit excavation of archaeological sites in Egypt – carried out in the hope of finding antiquities that can then be smuggled out of the country for sale abroad – has been going on for centuries, but there has been a huge increase in such activities since the 2011 revolution. US-based Antiquities Coalition says looting has occurred at every major Egyptian archaeological site since 2011 Museums have been targeted, as well as heritage sites, with violence leading to the in the country have become serious for “Looting is going on particularly in destruction of many sites in Cairo, including heritage, and dangerous to protect. desert areas where it is very difficult to the bombing of the Islamic Museum. “There has been an increase in the patrol. Often the looters are armed. The Speaking to Al-Ahram Weekly Salima number of armed gangs, operating with encroachment on the sites is also terrible. Ikram, professor of Egyptology at the instructions from one or more knowledge- The history of Egypt is being lost forever.” American University in Cairo said problems able parties, targeting sites,” said Ikram. Details: http://lei.sr?a=M2r4T

Star Wars ﬂies into Ireland heritage row

UNESCO has voiced concerns about whether appropriate authorisation was granted for the use of World Heritage site Skellig Michael as a film set for the latest instalment in the Star Wars franchise. Shahr-i Sokhta, Iran, is a new entry on the list A UNESCO spokesperson confirmed the heritage body had approached World Heritage list the National Monuments tops 1,000: UNESCO Service (NMS) – which oversees heritage sites in The remains of an ancient city in Iran, Ireland – for more “informa- Skellig Michael was listed as a UNESCO World Heritage site in 1996 a prehistoric cave in France and a wet- tion on filming permissions” land in Botswana are among a host that had been granted. both Birdwatch Ireland and deemed to be a potential of new sites that have been added to Skellig Michael is an an independent archae- risk to the “universal value” UNESCO’s World Heritage list, pushing island off the coast of ologist have expressed of a UNESCO site. its total past 1,000 sites worldwide. County Kerry, and is the concerns about the impact The NMS said it was The Okavango Delta in Botswana was site of a Christian monas- of a major film crew on a looking into the matter the 1,000th site to be added to the UN tery founded between the fragile environment. and that it would submit cultural agency’s list, which first started 6th and 8th centuries. The UNESCO said it was not a report to UNESCO by in 1978 and enforces strict rules on con- remains of the monastery, aware of any advanced 3 August – though this servation for the chosen areas. Twenty along with most of the notification, although the wouldn’t help the heritage sites joined the list, including Shahr-i island, were added to the Irish government is not site as filming had already Sokhta in Iran, and Stevns Kilt, Denmark. World Heritage list in 1996. obliged to inform it of such begun before that date. Details: http://lei.sr?a=O7W2J In addition to UNESCO, projects unless there was Details: http://lei.sr?a=k6y9j

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TEAMWORKING THE ART OF COLLABORATION

Huge, green and grumpy - Shrek is an evergreen IP in more ways than one, and Merlin’s new attractions are sure to be a global crowd pleaser. We ﬁ nd out about what it’s like to work with DreamWorks on a popular franchise like this.

Alice Davis, managing editor, Attractions Management

alling for the perfect IP can ment, mutual respect, the ability to get be the start of a beautiful — along and — who knows — even have a and lucrative — relationship. good time together. When in February this year Merlin’s creative team, Merlin Magic Merlin Entertainments Making (MMM), headed up by Mark F announced a deal with Fisher, has been driving the DreamWorks DreamWorks to create six partnership since they worked together Shrek-themed midway attractions, it was on the live Madagascar show staged at a sign of a blossoming romance. There’s Chessington World of Adventures in the more to it, though, than throwing money UK in 2012 and Heide Park, Germany, the at an IP holder and running off with the following year. Things have developed spoils. Like any successful relationship, it organically — though purposefully — needs to be nurtured and based on the thanks to Fisher’s strategic consolidation foundations of communication, commit- of all their IP business, bringing it under continued on page 26

Mark Fisher joined the Tussauds Group in 1991 and Merlin in 1995. he was part of the original management buyout team from Vardon

24 THE GREEN OGRE IN ALL OF US

What are the biggest challenges to We asked Jonathan creating an authentic Shrek world? Linn, head of location- One of the exciting challenges of the project is how we will immerse the guests based entertainment at fully into the experience. Attention to detail is also crucial in bringing Shrek’s DreamWorks Animation, animated world into ours. what’s happening behind Can you provide a brief overview the scenes of the upcoming of the planning and design process for the fi rst Shrek attraction? Far Far Away Adventure DreamWorks and Merlin are working to provide a fully immersive experience What’s most exciting about the combining animation, special effects and Shrek-themed attraction? live entertainers. We are in the process We are very excited as this is the fi rst of developing each of these elements attraction of its kind for our glob- now. We are delighted to be working with ally beloved Shrek franchise. Fans and How closely are DreamWorks’ designers Merlin, a global leader in creating unique, guests will have the chance to interact working with Merlin on the attractions? memorable and rewarding visitor experi- with many of their favourite characters Merlin’s and DreamWorks’ creative teams ences around iconic brands. in a unique and exciting way, including have been collaborating for the last year custom animation, special effects, a 4D to design the most innovative, adventure- DreamWorks is working on original experience and live entertainers. packed and fun-fi lled attraction. In fact, content, scripting and animation for the DreamWorks creative team is led by Merlin. Can you give us some clues What makes the Shrek franchise the actual fi lm makers who brought Shrek about the content you’re working on? translate well into a global attraction? and his humorous stories to the screens. We don’t want to tease you with a Shrek is an international brand and there They have been working very closely with “spoiler alert” right off the bat! Rest really is a little bit of the green ogre in all Merlin’s creative teams to bring the ani- assured that fans and guests will fi nd the of us. People respond to him as he is an mated land of Far Far Away to life for fans same great level of comedy and attention unlikely hero who feels like a dear friend. and guests around the world. to detail as in all of our Shrek fi lms.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 25 TEAMWORKING

“An IP holder’s main collateral is his IP. He’s not going to let you walk all over it.”

one umbrella at the centre of MMM. Every brand, franchise and partner is unique, each with its own challenges and, indeed, each with its own rewards. When Fisher, who joined Merlin Entertainments in 1995, took the role of chief development officer for MMM in 2011, it was all about reaching out and building relationships. He got rid of the existing system, where IPs were man- 30,000sq ft (2,000sqm and 3,000sqm). aged haphazardly by different staff across Ocean characters the Octonauts The family-focused attractions will be the globe, and appointed an IP direc- (above) proved a good fit for actor-led, interactive Shrek adventures, tor, Jonathan Lewis, to anchor the license Merlin’s Sea Life. The Zingzillas “where you’ll actually take part in the portfolio — a critical component in perform at CBeebies Land (below) story,” says Fisher. “It’s participative like Merlin’s business model. (Present IP part- the Dungeons, and massively immersive, nerships include licenses for Madagascar so you’ll feel like you’re in the middle of and Ice Age with Fox, CBeebies with the frame of mind to look at it,” says Fisher. the story. That’s the majority of it, and BBC (and others), Saw with Lionsgate, The initial agreement reached with then there’s a second part where you’ll Sonic the Hedgehog with Sega, Angry DreamWorks is for Merlin’s midways oper- meet some of Shrek’s friends and some Birds with Rovio Entertainment and ating group to open six attractions named other DreamWorks characters.” Charlie and the Chocolate Factory with Shrek’s Far Far Away Adventure over the The beauty of this first Far Far Away the Roald Dahl estate.) “Then we liter- next 10 years. The first of these will be Adventure is twofold: its proximity to ally got on a plane and went to sit down in 2015 in London, a new addition to the other Merlin offerings, and Shrek’s endur- with all the Hollywood studios,” Fisher FTSE 250 company’s Thames-side clus- ing and age-spanning appeal. “From a says. “DreamWorks was one of them, and ter at County Hall, where the London Eye, strategy point of view, you can cross-sell we got on really well.” That led to the Sea Life London and London Dungeon are tickets across sites, have bigger central Madagascar shows, where the teams on located. The other Far Far Away Adventure management teams in those clusters, both sides worked closely together. When locations have not been decided, but things like that,” says Fisher. “And I sus- Merlin pitched the idea of the Shrek will be in different countries around the pect it won’t just be about cross-selling attractions, DreamWorks “was in the right world on sites of between 20,000sq ft and to our visitors, but that it will actually drive more people into London because there’s been a massive interest and people will come into London to try it.” Fisher adds that the franchise fits well with Merlin’s wider midway strategy. These attractions need to be chainable and scalable: “We’re not interested in having one-off midways round the world.” When it comes to Shrek’s popular- ity, his audience has been growing since the first film was released in 2001. From the beginning, the characters and narratives have offered enough ambiguity in interpretation to entertain both children and adults. And it’s not just the ogre protagonist who wins hearts; the franchise’s success is owed to the multitude of genial characters. A 2012 poll by Co-operative Pet Insurance to find the UK’s all-time favourite animal film star saw Donkey claim the number one

26 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Postman Pat has been entertaining FINDING THE RIGHT IP children since 1981. As popular as ever, he’s one of the biggest IPs in the CBeebies portfolio There are a lot of IPs Q Be driven by what Q Be on your toes. You with a lot of potential, customers say they never know the next big but how do you know want. Try not to be thing, and some of these spot. “It really does appeal to everybody which ones to bank too subjective. opportunities come up because of its multi-level humour,” says on? Here are some quickly, like a temporary Fisher. “Some people have grown up with tips from Merlin Magic Q Do your research. project we’re doing with the franchise, and older people too have Making’s Mark Fisher. With CBeebies Land, we a [CBeebies’] brand an affection and an affinity with it.” found out the biggest called the Octonauts at This near-universal fondness for and best IPs in the pre- Sea Life. It went bonkers. the animated characters gives added Q A well known and school market, then weight to the importance of Merlin and loved IP means a asked the audience to Q Choose IPs that are DreamWorks working so closely together. readymade customer choose their favourite going to be around for The UK-based entertainments business affinity with the brand. from the best five or six a reasonable amount accepts that a global franchise like this That helps when it we’d found. Turned out of time, particularly puts it ahead of the game in terms of comes to building CBeebies is far and away in today’s society marketing the final products to the public, its appeal and the the biggest IP brand where everything but as Fisher points out, the challenge marketing side of things. for the toddler group. moves so quickly. then is to “make sure we deliver and live up to what people love about Shrek.” There are several aspects of this wanted to do and how we wanted to do it, complicated one we’ve ever done. You partnership that seem to have helped lay but it was all done with good grace.” have to try to please everybody.” Despite the foundations for a successful attraction Every IP holder will be protective of the complexity, he’s confident that Merlin that meets and surpasses expectations. their creation, and each presents a unique and the BBC joined forces to good effect, The first is the ability to negotiate — and set of circumstances that needs to be and is hoping the groundwork will lead skilfully. According to Fisher, DreamWorks handled accordingly. The recent collabo- to a “deeper, longer-term relationship” was “pretty open because they are a ration between the BBC and Merlin to with the potential for more opportuni- good group with similar aims.” Even then, create CBeebies Land at Alton Towers ties. These deeper relationships promote it took a little time for the details to be not only involved working with the BBC a better understanding of one another ironed out. “An IP holder’s main collat- on their own IPs but also managing sub- and the IP. “What we don’t want to do is eral is his IP, and he’s not going to let you IPs owned by other parties. Fisher says: go and ‘logo slap’,” Fisher says, believ- walk all over it. There was some negotia- “I think there were 12 to 15 different IP ing great IP-based attractions need to be tion [with DreamWorks] about what we holders, and that’s probably the most based on something more profound.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 27 TEAMWORKING

Another contributor to the success of the relationship is regard for the IP. Angry Birds Land at Thorpe Park Working within a complex legal framework, “Merlin and DreamWorks opened in May, featuring the 100ft presenting “other” ideas to the creators rapid drop tower ride Detonator and winning their trust is no easy feat. are having a love-in. and the Angry Birds 4D experience “There’s a very specific set of rules that They’re the same kinds exist because the brands are protected,” of people – gregarious, says the MMM head. “We’re conscious want and, more importantly, to what our that when we deal with someone else’s IP creative – so there’s a customers want, then all these relation- that we deal with it in a respectful manner really good relationship.” ships with major IP holders are massively and follow what they want as well.” important.” He mentions Ice Age as Ultimately, though, it’s about the peo- an example of a successful IP attrac- ple. A collaborative environment, where tion, running at Alton Towers, UK, and the IP holder’s team and the licensee’s Gardaland, Italy, where the relation- understand each other and get along, is too. Could this lead to a “wider collabora- ship with Fox has been cultivated, not invaluable to the project. Part of that tion” as Varney has suggested? “There are neglected. Another big IP-led attraction could be recognising and capitalising on a number of things; whether it’ll be other that opened recently is Angry Birds Land each other’s strengths; part of it could be attractions, I don’t know at this stage, it’s at Thorpe Park, UK. “Now that we have straightforward team-building activities. too early,” Fisher says. “But there are a got people running these relationships, DreamWorks’ and MMM’s creatives have lot of ambition in DreamWorks to do more Nick and I can go and meet these guys been perfecting the art. “The Merlin team of these kinds of things as well. The great and talk to them and demonstrate it’s has been to the US to Burbank on regular thing about them is that they are creat- not about a one-off, but about how we do visits, and their team has been in London. ing new IP all the time; recently there’ve things in the long term.” It’s a bit of a love-in, to be honest,” Fisher been the Croods and Turbo. There’s lots of The spotlight now though is likely to says. “They’re the same kinds of people things we can do.” stay on Shrek and friends, as expecta- – gregarious, creative – so there’s a really Though Fisher is quick to iterate that tion rises and fans’ anticipation builds for good relationship.” Merlin is not going to turn into “every- the first Far Far Away Adventure. Fisher, That philosophy runs from the crea- thing to do with IP”, the business, with for one, is excited. “All I can say at the tives to the management and right up to its 2013 flotation on the London Stock moment is that I went through some of the top, with Merlin CEO Nick Varney and Exchange, is riding a wave right now and the scripts and I was howling with laugh- DreamWorks’ boss Jeffrey Katzenberg the vital role IPs have played is undeni- ter. The same humour and fun that you maintaining a close personal relationship able. “When they’re relevant to what we see in the Shrek films comes through.” O

28 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 SHREK BY NUMBERS

2001 919.8m 60m The year the fi rst Shrek The total lifetime The budget for the original fi lm was released. worldwide grosses for fi lm, in US dollars Shrek 2, in US dollars.*

Critics score 46m 88 for Shrek on the ﬁ lm review Number of people who website Rotten Tomatoes. have “liked” Shrek’s Facebook page.

1990 Number of ﬁ lms in the The year the book Shrek!, Shrek franchise so far. by William Steig, was They are Shrek, Shrek published. The rights were 5 2, Shrek the Third, bought by Steven Spielberg Shrek Forever After, and in 1991, before DreamWorks the spin-off Puss in Boots. acquired them in 1995.

Position in the rankings of the 484.4m 9 highest-grossing movie franchises of The total lifetime worldwide all time, below Batman and grosses for the original above the Twilight Saga.* ﬁ lm, in US dollars.* Harry Potter tops the chart. * Figures from Box Ofﬁ ce Mojo

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 29 TALKING POINT Alice Davis, managing editor, Attractions Management Whose museum is it anyway? PHOTO: (C) MUSEUM OF MODERN ART The public is vital to the health, wealth and motivations of a museum. But the collection and exhibits form its beating heart. Do museums exist to serve the public or the collection?

ngry exchanges over building proposals at the Museum of Modern Art in New York have reignited the debate over priori- A ties. For some, the decision to tear down the adjacent building – the former home of the American Folk An interior view of the Museum of Modern Art (MoMA) in New York Art Museum – to create a public space was misguided. Others are passionate that the quality of the visiting and non-visiting conviction that they exist in order to serve Attracting an audience, therefore, means public's experience will be enhanced. the public. The old-style museum felt giving a modern audience what it wants: The focus of museums on the public itself to be under no such obligation … technology, exciting architecture, public is not new. Over decades, the audience The museum’s prime responsibility was to spaces, coffee shops, hi-tech audiovisual has been increasingly courted by muse- its collections, not to its visitors.” guides, popular exhibits, social media ums. Museum activist and author Kenneth These days, museums have to compete. interaction – the list goes on. But amid Hudson went so far as to say “the most Audiences are demanding. Museums seem these crowd-pleasing initiatives, are we fundamental change that has affected to ﬁ ght to stay relevant, so many market losing sight of what’s important? Should museums is the now almost universal themselves as commercial enterprises. the visitor experience be the priority?

DR WENDY EARLE and researchers are given engage children’s attention additional access to exhibits or provide labels making the Knowledge Exchange or collections not on display. exhibits relevant to contempo- Manager, Birkbeck In the past, “the public” was rary political and social issues. University of London and seen by museums as anyone These measures show a Convenor, Institute of Ideas’ interested in their collec- lack of faith in both collec- Arts and Society Forum tions, which were to provide tions and audiences. Museums open-ended opportunities for are not (and need not be) useums are great learning and contemplation. everyone’s idea of a good places for losing Now many museums time, but they offer access to M yourself. In London’s practise audience segmenta- unique resources which help Hunterian Museum in the tion and treat collections as us expand our knowledge Royal College of Surgeons if they can do people good. of the world. Museums like you’ll be blown away by for themselves with few labels They cater for a wide range the Hunterian and the Soane beautifully displayed surgical or curatorial interpretation. It’s of interests and needs, offer- are respected because their specimens and 17th-century in stark contrast to the current ing visitor attractions such as collections talk directly to visi- instruments. Across Lincoln’s trend to invest substantially in cafés and gift shops, interac- tors. Looking at the displays, Inn Fields is the completely public engagement, interactive apps, tablets and audio like reading books, involves different John Soane Museum, tive technologies and heavily guides, and events such as interaction with other minds, housing his amazing collection curated exhibitions aimed at family workshops and party which in itself is refreshing of architectural objects and attracting wider audiences. nights to attract young people. and enlightening. There’s no art, which he left for students Making collections acces- Many museums see their necessary dichotomy between and the public to freely “con- sible has always been one of collections as a means audiences and collections and sult, inspect and beneﬁ t” from. the major functions of muse- towards community cohe- museum professionals should He left instructions for the ums. Exhibitions are designed sion or providing a resource underestimate neither. museum to be kept as he left for the public to look at and for educating children. They it – where the exhibits speak learn from, while students make fun-ﬁ lled apps to Q bbk.ac.uk @wearliegig

30 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Concept illustration for a sculpture garden, part of the MoMA expansion, by Diller Scoﬁdio + Renfro

KATHY make them care about us if we contribute ideas. FREDRICKSON aim to transform their lives. Inspiring architecture can Trendswatch 2014 cites attract people, like the Turbine Director of Exhibition the “economy of collaborative Hall at the Tate Modern. Research and Publishing, consumption” as a key driver Commercial enterprises like Peabody Essex Museum, for millennials. In this “peer- Disney and Broadway produc- Salem, Massachusetts to-peer” economy, people tions, which have invested are more interested in shar- tremendous capital into con- useums today don’t ing experiences than buying sidering the visitor experience, have the luxury to things. Museums are well posi- can be sources of inspiration M think of curating at one tioned to share experiences, for museums. end of a spectrum and engag- so our challenge is to do this There’s a lot of opportunity ing visitors at the other. This in fresh, appealing ways. for museums to successfully implies an internal-versus- are no good without commu- On one hand, curation curate, collect and build com- external focus that is not in nities to populate them with implies a premium attached munity. Our only limitations anyone’s best interests. To content and ideas. to the knowledge we deliver. are the boundaries we place remain viable for generations So what’s the main objec- The term “museum quality” on ourselves. Not everybody to come, we have to consider tive of the museum? Peabody has street cred. On the other finds art approachable so we how these objectives can be Essex Museum is a collection hand, we have audiences who must keep trying new ways to integrated to create unique of global art and culture, and regularly curate their own engage new audiences. One of opportunities for museums our main objective – ie mission experiences and expect to those ways is to display won- to share content and ideas. – is to transform people’s lives participate. We have to find derful objects. We have to stop thinking in through art. Collecting and a balance. Technology offers As Bill Moggridge said, “The terms of museum staff and curating are imperative to that many platforms for content only way to experience an museumvisitors and think of effort, but we can’t fulfil our sharing and social engagement. experience is to experience it.” museums as communities. ultimate goal without engag- Content sharing can be a two-

TOP PHOTO: (C) 2014 DILLER SCOFIDIO + RENFRO; RIGHT PHOTO: WALTER SILVER WALTER RIGHT PHOTO: + RENFRO; DILLER SCOFIDIO 2014 (C) PHOTO: TOP Architecture and technology ing our audiences. We have to way street where everyone can Q pem.org @peabodyessex

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 31 TALKING POINT

The Met's Alexander McQueen retrospective Savage Beauty attracted 660,000 visitors in 2011

Museums offer us all the chance to see each other through each others’ eyes, transgress cultural and social barriers, share in each others' knowledge and grow as human beings

TOM HENNES and thus they cannot act as cultural and social barriers unquestioned authorities. and grow as human beings. Founder, Thinc Design, Instead, modern museums It is here that the relevance New York City are what the anthropologist of new technologies and James Clifford calls “contact modes of interaction – from sking whether muse- zones” in a dense social web, vibrant audiovisual storytell- ums exist to serve the within which they can connect ing to the visualisation of A public or the collection disparate communities around complex phenomena to the presents a false dichotomy. areas of common interest. crowdsourcing of social his- Most if not all museums today They serve the public whose tory – comes into play. New would claim the preservation stories they tell by providing a modes of curation that guide of their collections is for the platform for authentic repre- and organise multiple modes public good. In an intercon- sentation. They simultaneously of listening and representation nected world, the real question collections are drawn and serve the visiting public by open museums to broader dis- museums need to answer is whose stories the museum offering the chance to witness course and interaction among this: “what publics do they tells – the represented public. culture, history, art and nature multiple publics. This vibrant and their collections serve and Both the represented and in an immediate way that mode of interchange, based how do they serve them?” the using public have a stake expands their knowledge. fundamentally in authentic It is erroneous to believe in what the museum shows By bringing “us” into con- objects, evidence and human the only relevant public is the and the stories it tells. It’s tact with multiple “others”, contact, builds on museums’ visiting public – the users of fair to say that both publics whether they are indigenous core strengths and strength- the museum. For museums are composed of innumerable, people, scientists, parts of our ens them as sites of culture, with historical or cultural col- overlapping communities with own society, or a diverse group knowledge and understand- lections (and even many art a diversity of sometimes com- of museum-goers, muse- ing that are unlike any other in and science museums) the peting interests. It is at the ums offer us all the chance modern society. public also includes those intersection of these interests to see each other through communities from whom the that museums operate today, each others’ eyes, transgress Q thincdesign.com @ThincDesign

32 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 A MAPIC PROMOTION

Leisure – a vital part of today's shopping mall

Q&A with Nathalie Depetro, director of Mapic

Why are leisure and sites are represented: shopping centres, entertainment so important city centres, outlying areas, transit for retail areas today? zones, factory outlets and leisure With online sales booming, traditional centres. This is a unique opportunity retail – whether in city centres or for leisure operators and leisure brands shopping centres – has adapted its to meet with their peers and exchange offering and its marketing approach. best practices with international players The challenge now for those involved in and owners of different retail site types. real estate business such as Triple Five, Regions Group, Sonae Sierra, Wanda How will entertainment Group and Apsys, to name a few, is and leisure integrate in to redeﬁ ne the idea of the shopping shopping centres? centre, and provide an enhanced In the previous century, culture, leisure customer experience. Customers will and entertainment played a nominal still visit shopping centres with the goal role in the shopping centre strategy, of purchasing, but they will also come and were perceived in some ways as to spend a day of fun, fellowship and merely philanthropic or charitable leisure with family and friends. The in nature. But in the wake of online shopping centre is a one stop shop for competition, many savvy developers today’s customers. and shopping centre operators now perceive a major opportunity to How does MAPIC showcase increase footfall by rebranding the Retailtainment & Edutainment shopping centre as an event-space over three days? that encourages the public to stay Firstly, MAPIC focuses on retail real longer (and buy more) while visiting the 19-21 NOVEMBER 2014 - CANNES, FRANCE estate on a global scale. It’s the only mall. Events can be focused on culture,

In 2014, a FIND OUT MORE dedicated RETAILTAINMENT Contact Laetitia Garat, sales manager zone will gather key Tel +33 6 03 28 48 33 players from the Email [email protected] sector. Strategically retailtainment www.mapic.com located in Riviera 7, this unique area will feature pitching sessions and a café to network and do business in.

AM 3 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 33 TALKING POINT

DR TIMOTHY EWIN Furthermore, the preservation “what does society need from and acquisition of signifi - museums?” Serving one is Senior Curator, Natural cant objects is a key societal not exclusive of the other and History Museum, London demand on museums, regard- decoupling collections and less of contemporary use. curatorial knowledge from visi- ’m passionate about the Whilst attracting visitors tors is damaging to both. crucial and unique role should not be a sole focus, the In the future I hope to see I museums play in under- museums that are most attrac- a broader appreciation that standing and preserving tive are those which blend museums exist for a plethora important objects for society, an understanding of visitor of different but interconnected whilst making them accessible. needs, technology and design and equally important reasons. Curatorial knowledge and col- with collections and curato- Each area requires resources lections form the foundation of rial expertise. Thus, museums for the service to function all museum work and are thus to attracting audiences, have need to serve both the public effectively and sustainably. I vital to an effective service, become regarded as dead and the collections to remain hope national organisations including attracting visitors. weight, leading to the idea that attractive and fulfi l their soci- begin to champion raising In the last 15 years many museums better serve society etal obligations, irrespective of resources for all aspects of museums have prioritised if they don't resource them. resources available. museum work, including cura- attracting wider audiences. This view however is errone- So, the question “do -muse- torial expertise and stored This has had many benefi ts, but ous, as collections are public ums exist to serve the public collections, instead of focusing it’s not without problems. This assets, a record of our past or serve the collection?” is an on potentially divisive, damag- is because stored collections and an investment in our unnecessary and damaging ing and limited arguments. and curatorial expertise, which future understanding of soci- polarisation, distracting from don't always directly contribute ety and the world around us. the more important debate of Qnhm.ac.uk @NHM_London

Tailoring exhibitions to create genuinely individual experiences is the future, while offering what people can’t get anywhere else – be it an object, knowledge, experience or spectacle.

ALEX McCUAIG globally in real time via online engineering feats of the past? video gaming or streaming The split between science Chairman and CEO, myriad information and enter- museums and science centres MET Studio, London tainment onto their laptops, has been one answer, with tablets and phones. Do muse- the latter trying to compete he remit for all museums have to compete with more directly with experiential ums used to be relatively this? Yes, because they need technology. Science muse- T straightforward; they each generation’s leisure time ums need to concentrate on were both national institutions – yet their budgets can’t pos- something no one else can for learning and showcases for sibly accommodate the pace give – access married to the international – often colonial of change or the technological best knowledge and technol- – acquisitions, which encour- investment this would require. ogy, such as live-time ﬁ lm of aged public access in order to Competition isn’t just com- a scientist on the edge of a educate, amaze and inspire David Bowie Is at the V&A ing from home technology. volcano, for example. We are patriotic pride. But museums was one of the most success- Just as Frank Oppenheimer already questioning the one- today no longer form that sin- ful exhibitions in its history. At changed the science museum size-ﬁ ts-all inclusive voice; gle homogenous group. the Met’s Alexander McQueen: paradigm, Epcot changed families, school groups, tour- Some primarily exist still Savage Beauty I saw the kind the theme park paradigm ists, enthusiasts, students and – especially in art and cul- of queues most museums can by adding educational value. peers can no longer be catered ture – to protect, preserve only dream of, snaking right Epcot’s 360° train journey for as one audience. Tailoring and present their collections. around the block. across the Chinese steppes is exhibitions to create genu- Museums like the V&A in It’s the world of science an incredible high-adrenaline inely individual experiences is London or the Metropolitan museums where bigger ques- experience and a learning the future, while offering what Museum of Art in New York tions are being asked in experience. How can muse- people can’t get anywhere else add hard commercialism to relation to all the razzmatazz ums hope to counter that by – be it an object, knowledge, their mix by curating block- kids and young adults in the just showing a steam engine experience or spectacle. buster temporary exhibitions developed world possess, or the model of a bridge linked to music or fashion. enabling them to interact Brunel built to highlight Q metstudio.com @metstudio

34 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014

ANALYSIS Jodie Lock and Margreet Papamichael, AECOM Economics ENDURING APPEAL

The TEA/AECOM 2013 Theme Index signals another bright year for visitor attendance across the industry, with exceptional ﬁgures for waterparks, museums and theme parks in Asia

GLOBAL PICTURE: in 2012 to 18.3 million in 2013. New STILL ON THE UP openings are still focused on emerging Attendance at the world’s top 25 theme markets like the Middle East and Asia. parks reached an all-time high last year, Despite experiencing another chal- according to the TEA/AECOM 2013 lenging year of flat growth, the European Theme Index & Museum Index. theme park market did see some suc- With 215 million visits in 2013, it’s an cess stories. Parks located in Northern increase of 4.3 per cent year-on-year. The Europe generally outperformed those in top of the chart is dominated by Disney, Southern Europe, with Merlin’s attrac- with Universal Studios Japan the only tions performing particularly well. For non-Disney park to break into the top 10. example, attendance to Merlin-operated Particularly strong performance was Universal Studios Japan is the only Chessington World of Adventures in the witnessed at parks situated in Asia, most non-Disney park to make the top 10 UK jumped by 15.4 per cent in 2013 to notably Tokyo Disneyland in Japan and 1.5 million due to the addition of the new Lotte World in South Korea, both of which has come to the forefront in recent years. Zufari: Ride Into Africa off-road safari trail. experienced commendable attendance The gap in attendance between the top The global top 20 waterparks had jumps of 15.9 per cent in 2013. This is 20 North American parks and the top 20 a great year, witnessing year-on-year indicative of a shift in focus for theme Asian parks is narrowing further, falling growth of 7.1 per cent. Half of these parks park development towards the East, which from a difference of 22.9 million people are located in Asia, with Aquaventure in the UAE still the only top water-based attraction in the EMEA region. The rest TOP 25 THEME / AMUSEMENT PARKS WORLDWIDE are situated in the Americas. Europe dominates the global museum PARK AND LOCATION CHANGEmarket 2013in terms of visitation; 2012 however, the 1 Magic Kingdom At Walt Disney World, Orlando, USA 6.0% 18,588,000National 17,536,000 Museum of China experienced 2 Tokyo Disneyland, Tokyo, Japan 15.9% 17,214,000 14,847,000an incredible leap in attendance of 38.7 3 Disneyland, Anaheim, USA 1.5% 16,202,000 15,963,000per cent, moving it into third place inter- 4 Tokyo Disney Sea, Tokyo, Japan 11.3% 14,084,000 12,656,000nationally. This growth reflects not only 5 Epcot At Walt Disney World, Orlando, USA 1.5% 11,229,000 the 11,063,000 change to free entry, but also the sig- 6 Disneyland Park At Disneyland Paris, Marne-La-Vallee, France -6.9% 10,430,000 nificant 11,200,000 redevelopment which has taken 7 Disney's Animal Kingdom At Walt Disney World, Orlando, USA 2.0% 10,198,000place at 9,998,000 this museum, where the focus 8 Disney's Hollywood Studios At Walt Disney World, Orlando, USA 2.0% 10,110,000has shifted 9,912,000 from local to national history 9 Universal Studios Japan, Osaka, Japan 4.1% 10,100,000 9,700,000and a number of attractive international 10 Disney's California Adventure, Anaheim, USA 9.5% 8,514,000 7,775,000exhibitions boosted audience attendance. 11 Islands Of Adventure At Universal Orlando, Orlando, USA 2.0% 8,141,000 7,981,000 12 Ocean Park, Hong Kong Sar 0.5% 7,475,000 7,436,000OPERATOR PERFORMANCE: 13 Hong Kong Disneyland, Hong Kong 10.4% 7,400,000 6,700,000DISNEY RULES 14 Lotte World, Seoul, South Korea 15.9% 7,400,000 6,383,000The global top 10 attractions opera- 15 Everland, Gyeonggi-Do, South Korea 6.6% 7,303,000 6,853,000tors had another successful year, seeing 16 Universal Studios At Universal Orlando, Orlando, USA 14.0% 7,062,000 6,195,000attendance increases of 5.4 per cent 17 Universal Studios Hollywood, Universal City, Los Angeles, USA 4.0% 6,148,000 5,912,000across the attractions in 2013. Disney 18 Nagashima Spa Land, Kuwana, Japan -0.2% 5,840,000 5,850,000led the way again, achieving an aggre- 19 Seaworld, Orlando, Orlando, USA -5.0% 5,090,000 5,358,000gate attendance level of 132.5 million, a 20 Europa Park, Rust, Germany 6.5% 4,900,000 4,600,000growth of 4.8 per cent, primarily due to 21 Walt Disney Studios Park At Disneyland Paris, Marne-La-Vallee, France -6.9% 4,470,000 4,800,000the incredibly strong performance of its 22 Seaworld, San Diego, USA -3.0% 4,311,000 4,444,000Asian parks. Tokyo Disneyland, Tokyo 23 Tivoli Gardens, Copenhagen, Denmark 4.1% 4,200,000 4,033,000DisneySea and Hong Kong Disneyland 24 De Efteling, Kaatsheuvel, Netherlands -1.2% 4,150,000 4,200,000all posted double-digit growth in 2013, a 25 Yokohama Hakkeijima Sea Paradise, Yokohama, Japan 2.4% 4,149,000 4,050,000result of significant reinvestment in new Total 4.3% 214,708,299 205,906,000 rides and park expansions.

36 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Aquaventure is the only Middle Eastern waterpark to register a presence in the top 20 ANALYSIS

Building on remarkable growth of 16 per cent in 2012, Merlin Entertainments TOP 20 WATERPARKS WORLDWIDE cemented their silver medal position by PARK AND LOCATION CHANGE 2013 2012 posting yet another year of attendance growth; up 11 per cent for 2013. A new 1 Chimelong Waterpark, Guangzhou, China 7.5% 2,172,000 2,021,000 addition to the top 10 global operator 2 Typhoon Lagoon At Disney World, Orlando, Fl 2.0% 2,142,000 2,100,000 list is the Fantawild Group. The Chinese 3 Blizzard Beach At Disney World, Orlando, Fl 2.0% 1,968,000 1,929,000 chain registered incredible growth of 43 4 Ocean World, Gangwon-Do South Korea -1.2% 1,700,000 1,720,000 per cent in 2013, entering the chart for 5 Thermas Dos Laranjais, Olimpia, Brazil 26.9% 1,650,000 1,300,000 the first time at number nine, more than 6 Caribbean Bay, Gyeonggi-Do, South Korea 7.6% 1,623,000 1,508,000 3 million visits ahead of the Haichang 7 Aquatica, Orlando, Fl 1.0% 1,553,000 1,538,000 Group who slipped back to number 10. 8 Wet N Wild Gold Coast, Austrailia, 17.4% 1,409,000 1,200,000 9 Wet 'N Wild, Orlando, Fl 1.0% 1,259,000 1,247,000 EUROPEAN PICTURE: 10 Resom Spa Castle, Deoksan, South Korea 2.7% 1,189,000 1,158,000 NORTH – SOUTH DIVIDE 11 Aquaventure, Dubai, Uae -7.7% 1,200,000 1,300,000 Overall, attendance at the top 20 12 Sunway Lagoon, Kuala Lumpur, Malaysia -8.3% 1,100,000 1,200,000 European theme parks dropped slightly 13 Shenyang Royal Hawaii Water Park, Shenyang, China 10.0% 1,100,000 1,000,000 from 57.9 million down to 57.8 million 14 Piscilago, Girardo (Bogota), Colombia 0.2% 1,035,000 1,033,000 in 2013, a decline of 0.1 per cent. A key 15 Schlitterbahn, New Braunfels, Tx 1.0% 1,027,000 1,017,000 reason for this is the relatively poor 16 Woongjin Playdoci Waterdoci, Gyeonggi-Do, South Korea -0.6% 997,000 1,003,000 performance of the two Disney parks 17 Atlantis Water Adventure, Jakarta, Indonesia -2.0% 980,000 1,000,000 situated near Paris: Disneyland Park and 18 Beach Park, Aquiraz, Brazil 14.4% 964,000 843,000 Walt Disney Studios Park. 19 Summerland, Tokyo , Japan -5.2% 939,000 990,000 From a geographical perspective, one- 20 The Jungle Water Adventure, Bogor, West Java -7.5% 880,000 951,000 Total 7.1% 26,887,000 25,100,000 quarter of the top 20 theme parks are located in France, while one-fifth are in the UK. The strongest increases in each country, economies boasting positive with a dominant outdoor component. attendance were experienced in the UK changes in GDP also experienced posi- The UK market is a good example of the (7.3 per cent), followed by Denmark (5.6 tive growth in attendance to theme parks. relationship between the two, given the per cent) and Germany (5.2 per cent). The sole anomaly was France (whose country’s weather is so often a subject of These countries’ economies per- GDP increased by 0.3 per cent in 2013 heavy discussion, and indeed the change formed far better than those of the other but attendance to parks featuring in the in rainfall (mm) over the last five years European countries with parks in the top 20 fell by 6.3 per cent) though GDP points to a link between attendance and top 20. Generally speaking, there seems did exceed expectations and the positive weather. More rain leads to a drop in to be a correlation between the GDP of economic picture was only achieved attendance; less rain equals growth in a particular country and its attraction towards the latter half of the year, when attendance. In 2011, there was signifi- attendance dynamics. When looking at people are less likely to go to theme parks. cantly more rainfall than in 2010 (99 per the top 20 European parks as a whole, cent more) and theme park attendance fell attendance has declined following the THE WEATHER: by 0.6 per cent. In 2010, there was signifi- economic recession. Comparing GDP DOES IT REALLY MATTER? cantly less rainfall than in 2009; theme growth by country to the attendance Poor weather is often to blame for poor park attendance grew by 2.1 per cent. growth of theme parks located within attendance levels at visitor attractions Despite finding some evidence of what may be a causal relationship between weather patterns and attendance lev- KEY FACTS AND FIGURES els, a number of other factors contribute significantly to the performance of the Q 214.7 million visits to the Q 26.9 million visits to the attractions market. The weather is just world’s top 25 theme parks world’s top 20 water parks in one of these. Other key reasons for swings in 2013; a 7.1 per cent rise 2013; a 7.1 per cent rise in performance include: economic condi- Q 377.3 million visits to attractions Q 15 million visits to top 20 tions; reinvestment; strength of marketing run by top 10 operating groups North American water parks campaigns; special offers or strategic link- in 2013; a 4.3 per cent rise in 2013; a 2.3 per cent fall ages between parks (for example, Merlin’s Q 135.1 million visits to top 20 Q 57.7 million visits to top 20 two for one deals and multi-attraction North American theme parks North American museums in discounts); expansion of a park; and in 2013; a 2.7 per cent rise 2013; a 1.6 percent rise the addition of other components to the Q 13.7 million visits to top 10 Q 53.0 million visits to top 20 destinations, such as accommodation. Latin American theme parks Asian museums in 2013; in 2013; a 3.8 per cent rise a 27.6 per cent rise MUSEUMS: Q 116.8 million visits to top Q 74.8 million visits to top 20 2ND YEAR IN THE THEME INDEX 20 Asian theme parks in European museums in 2013; Museums are a recent addition to the 2013; a 7.5 per cent rise a 4.6 per cent rise Global Theme Index, with 2013 marking the second year they have been included

38 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Wild Africa Trek at Disney Animal Kingdom allows visitors to get up-close with the park’s wildlife

into our analysis. The most striking performance was that of the Asian market, TOP 20 MUSEUMS WORLDWIDE where attendance increased by 27.8 per MUSEUM AND LOCATION CHANGE 2013 2012 ENTRY cent in 2013. This was largely a result of the Chinese policy for all public muse- 1 Louvre, Paris, France -4.0% 9,334,000 9,720,000 Paid ums to have free entry, an initiative which 2 National Museum Of Natural History, Washington DC, USA 5.3% 8,000,000 7,600,000 Free has been rolled out to approximately 3 National Museum Of China, Beijing, China 38.7% 7,450,000 5,370,000 Free two-thirds of Chinese museums over the 4 National Air And Space Museum, Washington DC, USA 2.5% 6,970,000 6,800,000 Free course of 2013. Europe dominates the 5 British Museum, London, UK 20.2% 6,701,000 5,576,000 Free museum market on a global scale, ben- 6 The Metropolitan Museum Of Art, New York, USA 2.7% 6,280,000 6,116,000 Paid eﬁtting from a mature market and a large 7 National Gallery, London, UK 16.8% 6,031,000 5,164,000 Free number of collections which are free 8 Vatican Museums, Vatican 7.8% 5,459,000 5,065,000 Paid to enter. Whereas theme park attend- 9 Natural History Museum, London, UK 6.4% 5,250,000 4,936,000 Free ance fell across Europe in 2013, museum 10 American Museum Of Natural History, New York, USA 0.0% 5,000,000 5,000,000 Paid attendance grew by 4.5 per cent from 71.5 11 National Museum Of American History, Washington DC, USA 2.1% 4,900,000 4,800,000 Free million to 74.8 million visitors in 2013. 12 Tate Modern, London, UK -8.2% 4,885,000 5,319,000 Free Remaining at the top of the chart is the 13 National Palace Museum (Taiwan), Taipei, Taiwan 1.2% 4,412,000 4,361,000 Paid Louvre. It is head and shoulders above 14 National Gallery Of Art, Washington DC, USA -2.4% 4,100,000 4,200,000 Free the rest of the global museum market 15 Centre Pompidou, Paris, France -1.4% 3,745,000 3,800,000 Paid with 9.3 million visitors versus 8 mil- 16 Shanghai Science & Technology Museum, Shanghai, China 11.5% 3,580,000 3,210,000 Paid lion at the Natural History Museum of 17 Musee D’orsay, Paris, France -2.7% 3,482,000 3,579,000 Paid Washington DC, in second place. This 18 National Museum Of Natural Science, Taichung, Taiwan 15.0% 3,396,000 2,954,000 Paid isn’t merely an interesting fact, but it is 19 Science Museum (South Kensington), London, UK 10.9% 3,317,000 2,990,000 Free a true feat of force as the Louvre lev- 20 Victoria & Albert Museum, London, UK 1.8% 3,290,000 3,232,000 Free Total 7.2% 105,582,000 98,486,000 ies an entry fee and the Natural History Museum is free of charge. Furthermore, 2012 was a record year for the Louvre, museums outperformed paid museums, also a bad year for the French economy. with Da Vinci and Raphael exhibitions registering 5.8 per cent and 2.1 per cent Museum attendance was mixed in the boosting attendance numbers signiﬁ- growth respectively. French museums, UK when looking at individual museum cantly during that year. Despite a fall in for example, underperformed relative performance, but the overall picture is attendance numbers in 2013 of half a to museums situated in other European positive, with the industry achieving 6.7 million, attendance to the museum was countries all French museums in the top per cent growth in 2013. This increase still the strongest in the world at 9.3 mil- 20 charge an admission fee to visitors in attendance has been attributed to the lion. A true tour de force! and consequently, French museum attend- success and strength of “Brand London” Unsurprisingly, given the prevailing ance performance was negative overall in the wake of the Olympics, which pro- economic uncertainty in Europe, free (-3.1 per cent) for this year which was vided a spotlight on the UK’s attractions

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 39 ANALYSIS

The Louvre in France maintains its position as the most well attended museum in the world

EXCITING PROJECTS ARE IN THE PIPELINE IN THE MIDDLE EAST, WHICH IS LIKELY TO FEATURE ON THE INDEX IN YEARS TO COME, AND PRE-RECESSION PLANS ARE RESURFACING

and the city as a tourist destination. A large number of exciting projects of the multi-park Dubailand develop- This strong performance has also been are in the pipeline in the Middle East, a ment. We also understand that Seaworld boosted by the string of popular exhibi- region likely to feature heavily in the is currently undertaking studies to help tions such as Pompeii and Herculaneum, Index in years to come. Pre-recession it assess the potential for developing a which attracted around 471,000 visitors plans are resurfacing, with the devel- number of theme park concepts in loca- to the British Museum alone. This is a opment of a new museum cluster on tions across the Middle East. good example of how museums rely on Saadiyat Island in the UAE and Warner The museum industry looks set to exhibitions to drive attendance, much like Bros’ Park on Yas Island representing continue to grow further in Asia, as the theme parks investing in new rides. just two of the new visitor experiences free-entry museums initiative in China expected to hit the market in the short to rolls out further and local governments OUTLOOK: medium term. While attraction develop- push to open more establishments FOCUS ON EMERGING MARKETS ment in the UAE has been focused on across the country as part of their goal to Key trends to watch this year include waterparks thus far (with the exception increase the ratio of museums to people. the evolution of theme parks into desti- of Ferrari World Abu Dhabi), we are now In addition to state-run institutions, the nation resorts (through the addition of seeing a broader range of visitor attrac- so-called “museumiﬁcation” of China second gates, mixed use developments tions in the pipeline, which are expected includes a large number of institutions and accommodation options) and a rise to move swiftly into the operational phase. under construction in order to support in the number of branded attractions and Internationally recognized IP providers corporate and private interests. rides. The results of this year’s Theme are rapidly gaining interest in the Middle The danger of building so many Index point towards continued growth on East, with Walt Disney announcing it’s in museums in quick succession is vast a global level, particularly within Asia. talks with a number of partners in Doha, oversupply, and there is already specu- Despite another year of relative stability Dubai and Kuwait with the aim of attract- lation that demand will not support the at theme parks across Europe, growth in ing high spenders from the region to its large number of scheduled and newly museum attendance is a positive indi- resorts. Other key operators expressing opened collections. However, “build it cator for the attractions market in this interest in the region include British-born and they will come” is a popular phrase region. Further recovery in the European Merlin Entertainments (Legoland, Dubai) used by developers and if recent attend- theme park market is likely to be tied to and Universal Studios, which is consid- ance ﬁgures are anything to go by, Asia’s economic recovery in Southern Europe. ering developing a theme park as part appetite for museums is very strong. O

40 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Let your brand shine, whatever the weather!

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One of China’s most ambitious tourism projects – Chimelong International Ocean Resort, dubbed the Orlando of China – opened on Hengqin Island this year. Another mega-resort by Chimelong Group is in the works

Jennifer Harbottle, journalist, Attractions Management

on’t be surprised if you haven’t making the special administrative region what’s missing in Macau: a family- heard of Hengqin Island. This a cash cow for the Chinese government. friendly leisure anchor. Almost 3,000 tropical islet, just over 41sq miles Investment in hotels, mega-resorts and companies have already taken advantage D (106sq km) and fringed by the behemoth-sized casinos has ﬂ ooded the of the favourable tax and other regula- South China Sea, has been pretty former Portuguese colony with develop- tory incentives offered by the government much off the radar. It would have stayed ments. But there’s a problem: Macau’s to investors who set up business on the that way had it not been earmarked for success in attracting hotel and casino island, including RMB50bn-worth ($8bn, development by the Chinese government operators has eaten up most of the avail- £4.7bn, €5.9bn) of infrastructure projects. in 2009, thanks to its strategic and geo- able land on the island. It’s also pushed The project getting the most attention graphical proximity to both Hong Kong up real-estate prices to the point where by far is the Ocean Resort, a world-class — just one hour by ferry — and Macau, there’s no obvious opportunity to attract tourist destination consisting of theme a 10-minute drive over a bridge. Today, developers of large-scale attractions. parks, luxury hotels, exhibition centres, Hengqin Island is home to Chimelong Enter Hengqin Island. Designated a shopping, sports and nighttime enter- International Ocean Resort. special economic zone by the Chinese tainment. Chimelong Ocean Kingdom, Macau is the only tourism destina- government, this mainly undeveloped Chimelong Hengqin Bay Hotel and the tion in China where gambling is legal, island is in prime position to deliver International Circus Town are the main

Super Splash is a drift ride and roller coaster combination located at Mount Walrus

42 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 The park’s aquarium is the largest in the world, housing sharks, manta rays and other ocean species. It also boasts the largest aquarium window

components of the mega-resort, which opened at the beginning of 2014. Guangdong Chimelong Group, which already owns China’s largest theme park (Chimelong Paradise in Guangzhou), is the developer behind the new resort. It has been loosely modelled on Orlando’s leisure hub in Florida, but this is China, so naturally everything is bigger. In Hengqin, Chimelong International Ocean Resort claims to be have the country’s “largest ecologically themed hotel” and the world’s longest Wing Coaster (1,278m, 4,193ft), as well as a rather Apart from some children’s shows and statue greets visitors as they enter the heady RMB20bn ($3.2bn, £1.9bn, €2.4bn) a small animal zoo, Yu says Macau is not main lagoon area. The large tank is also construction budget. a child-friendly destination. “It stands no home to over 15,000 live exhibits, includ- For Yanling Yu, a lecturer in tourism chance of competing against Hong Kong ing a 4-metre (13-foot) manta ray. management at Sanya University, the for the family demographic, which is why A submarine ride, Deep Sea Odyssey, opening up of Hengqin will help diver- Hengqin’s Chimelong stands to become a which goes into the aquarium and a 250- sify Macau’s tourism portfolio. “Even with major attraction for this market.” seat underwater restaurant called Ocean its rich cultural heritage and its recent Beauty are also located in this area. effort to develop the MICE [meetings, MAKING A SPLASH Ocean Kingdom is divided into eight incentives, conferences and exhibitions] Chimelong Ocean Kingdom is the largest themed areas, which represent differ- industry, Macau still can’t manage to ocean theme park in the world. The ent parts of the sea. Live shows, animal extend the length of stay of most of its aquarium exhibit in Ocean Kingdom holds performances with dolphins and sea tourists,” she explains. “Government 10.7 million gallons (48.7 million litres) of lions, and theme park rides are the main policies indicate that Hengqin is being water and includes a whale shark exhibit attractions. At 3.00pm each day, the developed as a destination for leisure featuring the world’s largest aquarium park puts on a parade of ocean-themed and ecological tourism, which is exactly window. One of the key attractions at the ﬂoats featuring over 100 performers. In what Macau is lacking at the moment.” park, a 68-metre (551-foot) whale shark the polar adventures zone, up to 4,000

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 43 THEME PARKS

guests can be seated in the polar theatre — a thermostatic venue where seven Huge performances are staged in beluga whales and 20 performers put on Circus Town (above) and Asia’s first a choreographed show with music and wing coaster (left) can be found in lights. Every evening the park closes with the park’s Amazon-themed area a fireworks display in the Hengqin sea zone. The show includes lasers, lighting effects, fireworks and fountains, as well as Chimelong Hengqin Bay Hotel is built a flyboard performance designed to give on 3.2 million sq ft (300,000sqm) of the park a festival atmosphere at sundown. land a short shuttle bus ride from Ocean Rides are a key component of Ocean Kingdom and shares its underwater motif. Kingdom. The 67mph (108kph) Wing Designed by WATG, the 1,888-room hotel coaster, named Parrot Coaster, is a high- and convention centre also has its own speed ride that lasts eight minutes, while leisure attractions to keep guests enter- the Happy Bump Bump Bump, High tained. As well as a huge dolphin-themed Speed Warship and Super Splash ride are dogged Chimelong Group, although so swimming pool, surf pool and lazy river, more family-oriented. The park’s main far the park doesn’t have a facility big the hotel also boasts its own indoor water- coaster, designed by Mack Rides, is part enough to house them and isn’t answer- park. Guests can take a water taxi directly thrill, part educational, teaching guests ing questions about plans to do so. If it from the hotel down the Fuxiang canal to how polar bears search for food in the does, environmentalists fear it will open Chimelong Ocean Kingdom. Hotel guests wilderness before plunging the riders the floodgates for rival parks to acquire get VIP treatment in the theme park too, into a valley of ice. killer whales too, in order to remain including priority admission and fast-track Despite all the excitement, Ocean competitive with a Chinese audience, entry so that queuing, for the time being Kingdom hasn’t been without controversy. a worrying trend given the number of at least, is kept to a minimum. In its quest to be the biggest and best, aquariums being built in the country. Ivan Leung, general manager of some questions remain over the ethics Chimelong Hengqin Bay Hotel, says his of the procurement of some of the park’s FAMILY ROOMS guests mainly come from within the larger animals. Rumours that it plans Like Orlando, a themed hotel com- Pearl River Delta, no more than one or to open an orca whale attraction have plements the main park in Hengqin. two hours’ drive from Hengqin, including

44 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Towering golden dolphins (above) capture the hotel’s marine theme. The hotel development (left, right) has six restaurants, a conference centre, spa villas, a salon, tennis courts and swimming pools

Hong Kong and Macau. The average The 86,000sq ft (8,000sqm) circus for its movie-themed Studio City project length of stay is two days and the posi- stadium is designed to complement in Macau, due to open mid-2015. James tioning of the hotel, he says, is focused the marine-themed park and hotel and Packer, co-chairman of Melco, says his very much on the family market. faces both properties, providing a bridge company’s new integrated entertainment, “We see ourselves as providing some- between the theme park and the sea. Built retail and gambling resort has been given thing different from gambling,” he to a budget of RMB300 million ($48m, a “key competitive advantage” by the explains, although he is quick to point out £28m, €35m), the circus brings together anticipated growth of Hengqin. Meanwhile, that Chimelong views its leisure attrac- over 150 performers and showcases acts some casino operators are looking to tions, including its hotel, as assets that from a number of overseas circus troupes. invest in non-gambling leisure operations can help both Hengqin and Macau gain a in Hengqin, such as sports and retail, to regional advantage as a tourism destina- BRIDGING THE GAP complement their Macau businesses. All tion. “The Ocean Resort has become the Local analysts predict that as the of this is good news for Chimelong Group, most popular attraction of the Pearl River hospitality industry in Hengqin continues who stands to beneﬁt in terms of visitor Delta in 2014, especially in peak seasons to grow — the Sheraton Hotel is the next numbers to its theme park. like Lunar New Year or Labour Day, so to open on the island — some Macau- Currently, Chimelong Group is working the entire region’s hospitality industry based hotels will suffer, but having on a new mega-resort in Qingyuan, based can directly beneﬁt from this.” additional hotel rooms close by in peak on the same model as Guangzhou and “We believe Chimelong International periods like Chinese New Year will Hengqin. If it chooses to further develop Ocean Resort is not only setting the trend allow more people to gamble in Macau. its attractions in Hengqin, the infra- for the tourism industry in China but will (Gambling is banned on Hengqin Island.) structure underway right now will help also boost the local economy,” Leung Likewise, guests that may not have con- its cause. Rail services to the island are says. “We want to work closely with sidered Macau as a place to bring family being extended and on completion of the Macau to develop the tourism and leisure now have a serious, world-class attraction Hong Kong-Zhuhai-Macau Bridge in 2016, industry in this region.” to visit, as well as the gambling tables. Hengqin will be the only place on the Some Macau operators, it seems, are mainland directly connected to both Hong A CLASS ACT buoyed by a big-name attraction coming Kong and Macau. For Chinese visitors who In the evenings, Chimelong’s International to the region. Melco Crown Entertainment like travel to be simple, this will make Circus Town provides the entertainment. has announced it is increasing the budget Hengqin a popular destination. O

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 45 MuseumNext 2014 VIRTUAL VISITS

Three concepts shared at the recent MuseumNext conference illustrate how technology can reimagine the future, recreate the past and preserve a collection once decommissioned

Tom Anstey, journalist, Attractions Management

EYEING THE FUTURE Tatecraft is a Minecraft- rendered representation of the Tate Britain, which A method of drawing the next generation players can explore to museums and galleries was offered by freelance artist and digital guru Adam Clarke at the MuseumNext conference in Newcastle in June. He said that Minecraft Clarke suggested using Minecraft to not learning in the traditional sense, but – a sandbox indie game which allows play- teach young people about museums, arte- kids are making these connections from ers to build constructions out of textured facts, science and archaeology. Among the gameplay,” Clarke says. “If you look to cubes in a 3D-generated world – could innovations created by Clarke in the game, the side there are a lot of opportunities to be used to educate children and promote one of the most outstanding is Tatecraft – turn games like Minecraft into learning.” their interest in museums worldwide. a project shortlisted for the Tate Britain IK Objects created in Minecraft can now A forefront creator within the online Prize, which celebrates talent in the digital be 3D printed in the real world, bringing Minecraft community, Clarke has industry. In Tatecraft, Tate Britain is recre- virtual creations to life. instigated numerous groundbreaking ated in-game, with players able to enter This also beneﬁts learning institutions Minecraft projects and is widely involved the works of art, explore the scene and such as science museums, who ﬁnd hi- in the use of Minecraft within cultural, see “behind” the image depicted. tech tools like this appeal to a young heritage and educational settings. “It’s an adventure in art and culture – generation of visitors to their attractions.

Q In Tatecraft, players “walk in” to gallery works. For example, one can explore the streets of this painting ‘Liverpool Quays By Moonlight’

46 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 An app created by Dutch ﬁ rm Twnkls Augmented Reality reconstructs an old village square in 3D as it would have appeared in the past. The experience, for a tablet or smartphone, is accompanied by an audio narrative

RELIVING HISTORY

An entirely virtual seem to appear. museum was presented at “We worked with two MuseumNext. The De Museum groups,” says app crea- op de Markt Spijkenisse – an tor Ferry Piekart. “The older augmented reality museum – group who are nostalgic and operates as an app, and uses the tech-savvy children who a marketplace in the town of like the app. When you look at Spijkenisse in the Netherlands things, an audioguide will tell as the backdrop on which it you the story of what you’re creates the “museum”. looking at and the app will Using the app, visitors walk pop up further images.” around the market place and For those without an observe the virtual museum, android device, ﬁ xed tele- which asks your height and scopes have been introduced then uses ﬂ oor mechanics around the marketplace with to activate sensors react- the same augmented reality ing with the device. Full-size technology installed for what three-dimensional objects and is at present a one-of-a-kind long-demolished buildings experience. Q Ferry Piekart uses the on-site telescope to view the market

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 47 MuseumNext 2014

PRESERVING PAST COLLECTIONS Scanning the Shipping Galleries at London’s Science Museum meant they were digitally captured before Using a different tactic, Scanlab and the they were decommissioned Science Museum in London used cutting- edge 3D laser-scanning technology to 3D scan an entire area of the museum before it was decommissioned, preserving the exhibits for generations to come. The museum’s shipping galleries, which originally opened in 1963, closed in 2012. They formed the largest gallery in the Science Museum. The entrance was a huge floor mural of a compass rose and beyond this was a two-tiered exhibition Scanlab’s William Trossell space of hundreds of exhibits chronicling maritime technology. Hundreds of Colour was later added to the scans by incredibly detailed models of various sea means of a digital camera on top of the vessels were included. scanner taking panoramic images. The Scanlab’s Matthew Shaw and William colours from these images were mapped Trossell told MuseumNext how they used on to the monochromatic model. two Faro Photo 120 terrestrial laser scan- Because of the size and scope of the ners. Rotating mirrors recorded 1 million scan it has so far only been used to reflections per second in a 360o scan produce a three-dimensional video fly- at sub-millimetre resolution. Over five around of the gallery representing just nights, 275 scans made 2 billion precise one-tenth of the data collected, though measurements to build a 3D model called in the future the museum hopes to find a a “point cloud” composed of 256GB of way to make the data readily available for data that took 16 weeks to process. anyone who wishes to use it. O

About MuseumNext tech innovations and best intelligence analysts IMPACT in August. The conference MuseumNext is Europe’s practice for the museums of and design agency founder covered everything from largest conference dedi- tomorrow. For 2014, keynote Jason Minyo. The networking how Minecraft can get more cated to museums. Making speakers debating the hot and seminar event took place kids into museums to how its debut in 2009, the event topics included museums this year at Newcastle’s Sage love affects how we view a asks what the future holds expert Koven J Smith, Colleen Gateshead, UK, with next museum. For more details go for museums, showcasing Dilenschneider of market year’s host to be announced to www.museumnext.com

48 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Vice President - Regional Business Development, North America

Location: North America Salary: Competitive Six Figure Package Closing Date: 30 September 2014

About Us photography, video capture and guest experience reports and information. Capturing over 100 million amazing moments in leisure and entertainment. • Involvement in local marketing activities and every year across 500 global photo and video integration of sales effort with other planned The Role installations, Picsolve is the leading image capture marketing activities, e.g., product launches, Reporting to the COO (North America), and partner for the leisure and entertainment industry. promotions, advertising, exhibitions and working closely with the Global Business We are a global operator with offi ces in the UK, conferences. Development Director, this senior appointment is a US, UAE and Hong Kong. pivotal step in Picsolve’s ongoing commitment to • Completing all associated administration including maintenance of CRM data. Having pioneered attraction photography in 1994, continued growth in the expanding North America • Attend weekly, monthly and quarterly Business Picsolve has twenty years of experience working market. We are seeking an exceptionally talented Development meetings. with a diverse range of global entertainment and and experienced professional to strengthen our leisure brands across theme parks, attractions, existing presence. Key responsibilities will include: About You waterparks and tourist destinations and operating • Achieving both new business contribution You will probably be educated to degree level and in 4 continents. We are chosen for our ability targets and renewal rate targets for the region. have held a senior management role in business • Engaging with new customers through to apply our retail excellence, award winning development in a dynamic business previously, appropriate propositions and ethical sales technology and innovative thinking to create richly ideally within the leisure and entertainment methods to optimise quality of service, business enhanced guest experiences and new revenue industry. streams through a successful image capture and growth, and customer satisfaction. distribution solution. • Working with the Executive Team to develop You must be able to demonstrate and evidence a new business development strategies for proven track record of delivering agreed annual Our core expertise in designing end-to-end capture adjacent market sectors. sales contribution targets for new and existing and distribution platforms to power retailing • Produce quality RFP documentation and creative business, developing new business opportunities, solutions is unparalleled within the industry, with decks to present to customers and at industry securing contract renewals and maintaining crucial staff all over the world offering support when and exhibitions to validate our market positon new business pipelines. where our partners need it. Blending creativity as sector leaders ensuring that the Value with commercial acumen to transform the industry Proposition and Picsolve USPs and KSPs are easily There will be signifi cant travel within the US standard and with on-going investment in next identifi able. and occasional travel globally therefore you will level retail practices and online digital platforms, • Monitoring and reporting on market and need to be fl exible and have all the required including mobile apps - we deliver a new vision of competitor activities and provide relevant documentation to travel.

Picsolve really values its employees and the contribution they make towards the success of the business. If you are passionate about joining a business in growth, working as part of a global team who thrives on innovation and excellence then please mail your CV to [email protected] without delay. TECHNOLOGY Jason Holland, journalist, Attractions Management

Zuckerberg plans to keep Oculus VR independent of Facebook, as he has with Instagram and WhatsApp

FACE REALITY

Facebook has purchased virtual reality company Oculus VR for $2bn, with the promise of providing a platform to share “entire experiences and adventures.” Does this deal represent a breakthrough for virtual reality technology and, if so, how will this affect the visitor attractions industry? Jason Holland investigates

irtual reality (VR) technolo- ences between Oculus Rift and previous moments with your friends online, but gies have been around for headsets are the price point and the fact entire experiences and adventures.” years, but failed to take off that a number of technological prob- in the way many predicted. lems have been solved, but Zuckerberg’s COMPELLING EXPERIENCES V Systems have come and purchase is most signifi cant for shift- Virtual reality can be described as a gone, but VR has never ing the focus of the technology. Oculus three-dimensional, 360-degree computer taken a place in mainstream culture. has always been about gaming, facing simulation of an environment – essen- That could be about to change, since competition from the likes of Sony in an tially a fully immersive experience. Facebook made the potentially seis- imminent consumer battle. But Facebook Headsets like the Rift have become the mic decision to acquire Oculus VR, a is not in it for pure gaming. expected format for VR because they promising virtual reality company known Oculus notes its development kits are block out other stimuli and alter the for raising fi nance via a successful open platforms and the software develop- view, depending on the angle of the head, Kickstarter crowdfunding campaign. ment kit that comes with it is also open using motion tracking. Facebook founder Mark Zuckerberg source, meaning developers and compa- For innovation technology consult- believes that in the future this technology nies can create content for anything they ant David Hughes, who has conducted could be incorporated into the everyday want. This could signal a bright future for pioneering VR work at companies such lives of billions of people – explaining virtual reality in the attractions industry. as Silicon Graphics, there has always why he decided to spend $2bn (£1.2bn, “After games, we’re going to make been a close link between simulation and €1.5bn) on the unexpected acquisition. Oculus a platform for many other expe- entertainment, with the two fi elds con- As surprising as the price tag was that riences,” Zuckerberg said when he verging periodically. When an attraction a social networking company would be so announced the purchase. “This is really a or experience is made immersive, there interested in the Oculus Rift virtual reality new communication platform. By feeling has always been tension in whether it headset – an inherently anti-social device. truly present, you can share unbounded should be a real-time experience, or a Does this purchase mark the coming spaces and experiences with the peo- prescribed, linear experience. The lat- of age of virtual reality? The main differ- ple in your life. Imagine sharing not just ter almost always wins out because it is

50 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 VIRTUAL REALITY - A TIMELINE

First ﬂ ight simulator Morton Hellig 1920s produced by Edwin 1950s builds Sensorama, Link in the US. a simulator with 3D images designed to create the illusion of reality.

Ivan Sutherland Videoplace, an 1960s builds the ﬁ rst head- 1970s artiﬁ cial reality system, mounted display is developed by Myron (HMD) VR system. Krueger. It uses It is so heavy that it projectors, cameras has to be suspended and user silhouettes to from the ceiling. create an interactive environment.

The LEEP (Large The Aspen Movie In 1985, VPL Research Expanse Extra Map hypermedia 1980s is founded by Jaron Perspective) wide- system is created at Lanier, who popularises angle stereoscopic the Massachusetts the term virtual reality. optical system is Institute of It’s the ﬁ rst company developed for head- Technology (MIT). to sell a complete mounted displays. VR system with goggles and gloves.

Silicon Graphics, Tron is the ﬁ rst movie The Holodeck – which produces high- to depict virtual reality, probably the ultimate performance computer released in 1982. in fantasy virtual graphics solutions, reality – makes its is founded in 1982. ﬁ rst appearance in the TV show Star Trek: The Next Generation in 1987.

DisneyQuest opens Jonathan Waldern Electronic 1990s in Florida, featuring launches Virtuality, Visualization a series of cutting- a public venue Laboratory (EVL) edge virtual reality multiplayer VR HMD invents the virtual attractions. entertainment system. reality theatre The system ultimately CAVE and produces registers 42 million the ImmersaDesk plays in 17 countries. portable VR system.

The fi rst wireless Researchers at Nintendo creates the The Lawnmower Man tracking system Georgia Tech use Virtual Boy video is released in 1992 is produced by VR to create war game console, but it’s tackling the issue Ascension, while zone scenarios as a commercial failure. of VR, and what SensAble launches therapy for military could potentially go the fi rst low-cost veterans suffering wrong. Many people’s haptic device. from post-traumatic concept of VR emerges stress disorder. from this fi lm.

The Matrix, which Second Life, an 2014: Facebook features a computer- 2000s online virtual world in purchases Oculus VR generated world which people create and its Rift device in which citizens avatars which can for $2bn, while Sony are unknowingly interact with other launches its Project imprisoned, people’s, is launched Morpheus VR headset. becomes a global by Linden Labs. phenomenon in 1999. TECHNOLOGY

Oculus VR co-founder Palmer Luckey set out to develop a more effective and better designed head mounted display

TWO INDEPENDENT DEVELOPERS COVERTLY TOOK THE DEVICE ON A ROLLER COASTER, HAVING CREATED A PROGRAM THAT ALLOWED THEM TO SEE A VIRTUAL WORLD, WHILE EXPERIENCING THE PHYSICAL SENSATION OF REAL-WORLD RIDE

the safe option, but the aim for new VR operation, and the attraction remains latency (the difference between making technology must surely be to create more something of an industry quirk. something happen and seeing or expe- compelling experiences. Schell isn’t convinced VR headsets can riencing the result). A high frame rate One of the attractions industry’s fi rst ever work in attractions. “The technol- is a necessity for VR, making on-screen forays into the virtual reality sphere was ogy has been expensive, and diffi cult to motion appear smooth and natural. DisneyQuest. The “indoor interactive deploy for space reasons and hygiene rea- The causes of nausea are not entirely theme park” opened in 1998 at Disney sons. More importantly, VR is an isolating understood, so creating any immersive World, Florida and is still going strong, experience, and people go to theme parks experience is a challenge. “The more a “success story in itself” according to and museums to be together,” he says. immersive an experience is, the more Hughes, who was involved in the project A bigger question might be whether VR responsibility you have for not making during his time at Silicon Graphics. could have a relevant impact on wider people nauseous and sick,” says Hughes. Jesse Schell, now CEO of Schell issues affecting the attractions industry, “If you take away all the other cues, you Games, was once creative director of such as design, marketing or adding to now have people’s brains in your hands the Disney Imagineering Virtual Reality the experience of traditional rides. and you can really mess around with Studio, where he worked as designer, people’s brains pretty badly.” programmer and manager on several GETTING IT RIGHT This has dictated the journey of VR so projects for Disney theme parks and There are several reasons why VR tech- far in attractions. “Companies say they DisneyQuest. For him, VR in the attrac- nology keeps coming to the fore but never want nice, slow prescribed parts through a tions industry has been a novelty so far quite establishing itself. While cost as a scene Ω no discontinuities, so it’s safe and and “mostly, not a very successful one.” limiting factor has largely been solved by doesn’t generate nausea,” says Hughes. He says the head-mounted experi- the technology available on devices such “Some of the early rides didn’t do a great ences at DisneyQuest were less popular as Oculus Rift, it remains to be seen if job on this and made people sick.” than the computer assisted virtual headsets will become socially acceptable. If you start giving people choice – as environment-based (CAVE) and motion The devices can become uncomfortable using VR headsets would surely necessi- simulator-based experiences on offer. after a prolonged period of use and when tate – there is always the possibility they While DisneyQuest Florida is still open, headsets are shared, hygiene issues are will select an option which will generate a second location, Chicago DisneyQuest, a challenge. Furthermore, some industry discontinuities. This helps explains why closed after a couple years. “A nov- experts also worry that there are still immersive, but linear, attractions such elty-based experience can succeed at technical issues to resolve. as 4D movies are so popular. However, a year-round tourist destination, but The “absolute biggest no-no” in Oculus appears to have solved the Rift’s if you depend on locals for admis- virtual reality is making users feel nau- latency issue, and the device has been sion, you need to have something with seous, according to Hughes. It tends to widely praised as users are not generally deep replay value,” says Schell. Plans be “discontinuities” that make people reporting experiencing nausea. to expand the DisneyQuest model were feel this way, such as fl ipping lights in Another challenge to overcome is scrapped after the failure of the Chicago peripheral vision, zooming in or out, or navigation. You should be able to move

52 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Games for Oculus Rift, like this space game Eve: Valkyrie, are more advanced than ever before

A BIGGER QUESTION MIGHT BE WHETHER VR COULD HAVE A RELEVANT IMPACT ON WIDER ISSUES AFFECTING THE ATTRACTIONS INDUSTRY, SUCH AS DESIGN, MARKETING OR ADDING TO THE EXPERIENCE OF TRADITIONAL RIDES

from A to B and initiate commands The Rift is an exciting, relatively cheap before visiting, or plan a visit in advance – seamlessly, Hughes says. In a lot of technology, and Facebook expects to have this could be a real advantage, especially interactive experiences today, just getting a commercial winner on its hands. From with added features such as pre-booking. around the world is pretty clunky. “It’s this perspective, the deal makes sense, but In terms of using VR technology in a another big unresolved issue,” he says. shouldn’t Facebook be looking ahead to VR visitor attraction, the problem is still eco- technologies like contact lens-size devices nomics. Time is another limiting factor INDUSTRY POTENTIAL and retinal scans? “Never underestimate – people have to be in and out the door Another question is whether to have an what Facebook can do,” says Hughes. quickly if any money is going to be made. individual or a shared experience – or a “What’s different this time around could A VR experience will probably require shared experience through multiple indi- simply be sheer will and investment.” some sort of training, so will there be vidual experiences. Several uses for Oculus Rift in the enough time left for enough people to Facebook will of course be interested attractions industry have already been have a suffi cient impact on the world in social experiences. “I can see how mooted. Two independent develop- they are in to make it feel meaningful? It this could be used in a Second Life-type ers covertly took the device on a roller comes back to linear narratives being the experience, extending into a virtual world coaster at a UK theme park, having cre- safe option, and the challenge to make where people meet each other – an expe- ated a program that allowed them to VR work as a viable attraction. riential space to make friends and meet see a virtual world as if they were fl ying While use of VR technology repre- people,” says Hughes. But both Hughes through space, while experiencing the sents a specialist investment, what and Schell note that headsets are inher- physical sensation of the real-world ride. makes the Rift so compelling to a wider ently an isolating experience, and most Another use might be to transport visi- market is its relatively low price point attractions spaces are social. tors, such as a classroom of children, to and the plethora of potential uses. But “I think we’ll see a lot of experiments any museum in the world. This would be whether or not the time for virtual real- with VR in attractions. The most success- a great experience, although a possible ity has fi nally come, it certainly now ful will incorporate a multi-user social source of worry if users virtually visited has some big hitters on board. “One component,” says Schell. “These experi- museums rather than physically attending. day, we believe immersive, augmented ments will happen right away. But the The potential for virtual experiences reality will become a part of daily life for lasting changes won’t come until the opens up many other opportunities. If billions of people,” said Zuckerberg. social networking systems are deeply a theme park is fully mapped out, for How will the attractions industry face integrated, which will take about 10 years.” instance, people could take a virtual tour this new reality?

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 53 TECHNOLOGY

In the motion dome, a ride is created virtually for the client to gauge the experience

HOLOVIS CEO Stuart Hetherington. Immersive rides as motion. “But we can get an The company has its own well as practicalities exceptional experience within VR design and testing facility, like evacuation the virtual space long before utilising CAVE technology. The procedures can be we’ve started construction.” aim is to design rides right tested in VR Although the hardware the fi rst time around, allowing required to achieve this does them to be tested and simula- represent a signifi cant out- tions to take place before any lay, Hetherington says virtual physical work actually goes All these aspects can be design is very cost effective, into them. To achieve this, tested in the virtual environ- especially from the soft- erhaps the main impact Holovis launched the bespoke ment, and stakeholders can ware perspective. Challenges PVR technology will have RideView software applica- be positioned anywhere on remain in data manipulation is in the design and tion, an immersive design the ride to see how it moves – and compatibility, but these manufacturing of attractions. and visualisation tool created whether from the perspective issues are being addressed in UK-based company Holovis on the back of game engine of an eight-year-old child or the design of the system itself, is already working in this technology. a full-grown adult. Functional according to the company. area. “With our virtual reality These technologies mean aspects, such as emergency Holovis is now scaling up systems we can deliver experi- users can be transported into evacuation procedures, can to provide a turnkey solu- ential design and solutions in the virtual environment of an also be tested. tion on products – from a completely different way, so individual attraction, or a full “Using a motion dome, we design to manufacturing to outside Disney we’re probably park, with true 1:1 scale offer- can put you in the virtual delivery – all using VR. For the only company that’s taken ing real-time interactivity. attraction where you can Hetherington, virtual reality- this on board and is now “When designing an immer- play the real game that you assisted design is defi nitely delivering solutions around sive attraction we need to would be playing in the real the future, and he thinks any the world at theme parks and test specifi c things to make attraction,” says Hetherington. designer that fails to embrace entertainment venues using it experiential, and we need Although a level of motion can VR technology, no matter how our core expertise in virtual to understand the immersion be added, the system cannot big a name they are, is in reality to enable that,” says within it,” says Hetherington. test G-forces and physical danger of being left behind. O

AV SYSTEM INTEGRATION FOR: > 4D THEATRES / WATERPLEXX 5D > DARK RIDES > INVERTED POWERED COASTERS > FLYING THEATRES > SUSPENDED FLYING THEATRES® > 3D AND 2D DOMES > TUNNELS / VIRTUAL AQUARIUMS > TRAM RIDES > HYBRID DOME THEATRES > CIRCUMOTION THEATRES® > AND MANY MORE ... PROFILE SARAH MALTBY

Seventeen million people have visited the Viking-focused Jorvik in the 30 years since it opened. The centre’s director of attractions looks back

Kathleen Whyman, journalist, Attractions Management

Tell us about the Jorvik Viking Centre. A fi ve-year excavation from 1976 to 1981 by the York Archaeological Trust [YAT] unearthed the 1,000-year-old remains of the Viking city of York in the UK. A million people came to see the excavation, which showed us how much interest there’d be in an attraction. In 1984, 30 years ago, we at YAT built the Jorvik Viking Centre on the exact site where that excavation took place. The remains of the timber -framed and wat- tle houses, workshops and backyards of the Viking city of Jorvik are beneath the visitors’ feet and can be seen through the glass fl oor on arrival and then up close as they travel around on a motorised car ride. Eveything is authentic and based on Sarah Maltby, director of attractions, Jorvik what we found, from the layout of the houses to the positioning of the objects where they were found – and would have past the reconstructed Viking city, follow- past three decades. Among the objects been laid out during that Viking period. ing the street patterns we found as we are some skeletons of the Viking-age excavated. For example, the blacksmith’s inhabitants and we discuss how they What’s the content? house is built on the spot where the slag, lived and died. There are about 400 We’re an interactive experience ironworking and tools were found. objects, which are brought to life using rather than an exhibition, with differ- After the ride, there is a series of gal- AV and touch screens and fl oating heads ent elements and areas, and staff and leries where visitors can get close to and in glass cases (using the Pepper’s Ghost archaeologists who will happily talk all handle some of the objects and learn effect) that talk to visitors. day to visitors. A car ride takes visitors about the research we’ve done over the The fi nal section is dedicated to the

Actors help to portray Viking life on the very site where Vikings once lived and worked

56 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Visitors are invited to handle some of the artefacts as part of the interactive experience

We want to make archaeology as accessible as possible. We aim to provide visitors with something they didn’t know when they arrived ... Archaeology is who we are and what we do end of the Viking period and we show what that Viking ate and that he had how the Normans came into England in worms in his stomach. You don’t expect 1066, how it affected York and what hap- to ﬁnd that. It brings Vikings to life that pened after the invasion. little bit more. Our live Vikings tell visitors everything they need to know about Viking-age York. What are the smells and sounds? An average visit lasts 90 minutes, but The smell is a very important part of what some people stay for several hours chat- we represent and is one of the main things ting to our staff. Viking coprolite, or poo, is one of the people comment on. The general Viking museum’s more unusual exhibits city smell isn’t too fragrant. We have iron- What is its aim? working because there’s a blacksmith’s The three words we use to describe shop, and food smells including stew and Jorvik are discover, explore, experience. sive experience – we get visitors involved apples at the market scene. There’s a vari- We want to make archaeology accessible with objects. Feedback shows visitors ety of smells. People tend to remember to as many people as possible. We aim really appreciate being able to talk to the the not so nice smells, such as the cesspit. to provide visitors with something they staff and archaeologists we have onsite. On the ride, visitors hear the old Norse didn’t know when they arrived. It’s about language. We worked with York univer- learning, but having fun while learning. What is the archaeological element? sity to get that as authentic as possible. Archaeology is who we are and what we We translated out scripts so you hear the What makes Jorvik special? do. We have the objects, the research chatting and discussions and arguments We’re different to other attractions and the people. The Jorvik Group is part of the people of Jorvik at that time. because we’re authentic. Visitors are of York Archaeological Trust, so we have standing on the site of the excavation. It’s access to continuing research and exca- What technology do you use? not like a museum in a building. Visitors vation, which feeds into the attraction. This summer we are launching an app are standing on the exact spot where the that brings the Coppergate area [the Vikings lived and worked. What’s the most unusual artefact? surrounding area to the centre] to life. We take people underground, down to Viking poo. Or Viking coprolite, to give It’ll show where we found artefacts and the level of the Vikings. We’re an immer- it its proper name. From this we can tell how we used those objects in Jorvik.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 57 PROFILE

We worked with Dundee University to recreate a Viking face using a digital reconstruction from one of the skulls we found. We can now show what that particular Viking woman looked like

We have state-of-the-art animatronics which talk to visitors. These were put in in 2010 by US ﬁ rm Life Formations, who also provides many of the large US theme parks. The animatronics chat in Norse and we provide translations. We worked with Dundee University to recreate a Viking face using a digital reconstruction from one of the skulls we found. We can now show what that particular Viking woman looked like.

What are the 30th anniversary celebrations? Sine the Jorvick Viking Centre opened three We started on our actual birthday with decades ago, 17 million a street party in April. Through the year people have visited we have a series of archaeological talks based on the material that we’ve found. That will culminate in April 2015 with a publicly accessible conference on the had, we now have 10 to 12 people on the done in York over four different time theme of the Vikings. Over the summer fl oor at all times. periods – a Roman excavation, Viking we have many things planned, including Coppergate, a medieval and a Victorian an eight-week-long open-air exhibition How will the centre develop? dig – and reconstructed those using rub- with interactives and a chance for people Technology’s changing all the time and berised soil. to have a go at archaeological activities. we’re trying to keep on top of that. The We look after Barley Hall, a late-medi- mobile technology we’re introducing eval, early Tudor, timber-framed town How has the centre evolved since 1984? this year with the app will keep advanc- house in York that we excavated in the We’ve had three looks to the centre. In ing and we’ll bring more 3D elements in, 1980s and have reconstructed, and two 1984 we had a ride and various galler- such as the face reconstruction. of the mediaeval gateways, or bars, in ies, which, at the time, was a new way Archaeologically, we’re always respond- the city walls surrounding York. We run of doing things compared to traditional ing to the new research that comes Monk Bar as the Richard III Experience museums with artefacts in glass cases. through. We’re constantly researching the and Micklegate Bar as the Henry VII In 2000, we stripped everything out objects and excavation we did 30 years experience. It’s the same concept with and rebuilt the whole thing. We put a ago and fi nding out new things from the interactive, informative experiences. We suspended ride in and new animatron- material as science progresses. For exam- also run the Viking Festival and Yorkshire ics. In 2010, we took the story back to ple, we can tell more about the skeletons Medieval Festival. the archaeology more, as the notion that – where that person came from, what they everything you see comes from this exca- ate, what diseases they suffered from, How many visitors do you have? vation had been lost a bit. We returned how old they were when they died. That Jorvik recieves 400,000 visitors a year. to that and put the glass fl oor in the kind of scientifi c research changes things Across the fi ve attractions it’s more than fi rst gallery, which visitors can walk over. for us and will continue to do so. half a million. We’re on the hit list of the Some attractions have done this before, top three things to see in York for tourists but not in the expanse that we have – What other sites do you oversee? and have many school trips. We rely on 700sq ft [65sqm]. There are fi ve altogether. As well as admissions, as we don’t receive any other Over the past 10 years we’ve extended Jorvik, we have Dig, a hands-on archaeo- funding. We’ve had 17 million visitors the number of staff who work in the cen- logical centre in a medieval church near since opening, so we were right about tre. In response to visitor feedback we’ve Jorvik. We took four iconic digs that we’ve there being an interest. O

58 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014

STORYTELLING

INSIDE STORY

Atkins Global introduced a story and narrative concept to a waterpark environment for the ﬁ rst time at Yas Waterworld in Abu Dhabi. Kevin Johnson explains how it was done

Julie Cramer, journalist, Attractions Management

How would you sum up the also contemporary cultural relevance to essence of Yas Waterworld? the market. So the Emirati creatures of It’s an amazing interactive waterpark, the story also exist in the region – sand offering a fusion of elegant Emirati herit- vipers, camels and dolphins. age with cutting-edge ride technology. It also needed to be something that There are 43 rides and attractions, several refl ected the progressive nature of the of them world fi rsts, and it is all sewn region. Many people have a rather out- together by an enchanting story that runs dated and mistaken notion of what through every element of the park. countries in the Middle East are like. So for our story, we chose a young female What was the brief? protagonist who would be the saviour There were four main elements. Firstly, and the heroine of the adventure. write a captivating story; secondly, We had to run this past Sheikh Khalifa involve Emirati heritage in the story and bin Zayed Al Nahyan and both he and the design; thirdly, create an authentic younger members of his family played an souk within the park, and lastly, incorpo- active part in naming the characters we’d rate some world fi rsts, with a particular created. The Sheikh even created his own request for a double fl ow barrel ride. character – a dolphin named Bubbles – that we incorporated in the story. How did you begin to create the Yas story? How do you engage the The story had to be something that was visitors with the story? plausible, complex and three-dimensional. Q An aerial view of Yas Waterworld, which It all begins at the gate where the opera- It had to have historical context – in this has more than 40 rides and spans an area tor animates the story with life-sized case the history of pearl diving – but the size of 20 football pitches dressed-up characters. As guests queue

60 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 The pearl diving experience is unique to the Yas Island aqua park

The “Dawwama” Tornado funnel slide, by Proslide, is a popular attraction, and can carry six riders at a time. STORYTELLING

Our mantra is this: one third of what we deliver should be familiar, one third should be an evolution of those things, and one third should be revolution, introducing something totally different

up, the narrative is graphically depicted on a series of boards, so they have the opportunity to fully comprehend the story as they wait in line. It’s also on the website, of course, if people want to read it before they arrive. When they enter the park, guests THE STORY OF DANA AND THE PEARL immediately understand the context of what’s around them – the dhows in the The story at Yas Waterworld revolves Secretly followed by a team of lagoon, the hustle and bustle of the souk. around a pearl diving village and bandits, the heroine Dana encounters They walk through the souk to get to the discovery of a giant pearl which numerous colourful characters and the changing rooms so the excitement brought luck and prosperity to the passed-down tales about the pearl starts right there with the noise and area. One day a violent storm blew as her hunt for the precious jewel the smell of spices. By the time they’ve in and when it was over, the pre- unfolds. All ends well when the mighty changed and are ready to enter the wet cious pearl was gone. The village’s pearl rises majestically into the air areas, they’re ready for the adventure. fortunes changed overnight and it supported by a huge rock and great fell prey to bandits – until Dana, the jets of water, fl inging the greedy What’s the fi rst thing they encounter? daughter of the chief pearl diver, bandits aside and causing them to There’s a huge reveal when they leave decided to set off on an adventure fl ee. With the pearl returned, peace the souk and enter the waterpark. Giant across the desert to fi nd the pearl. and prosperity return to the village. 6-metre-high [20-feet-high] doors open to give an amazing vista onto the waterpark and roller coasters. Jets are rides, but they can still engage with the parks to be built – with highly innovative going off, coasters are whizzing by in story within each ride. Younger chil- wet and dry coasters. all directions, there’s a lively bandit dren tend to stay in the children’s area. There are world fi rsts like Bubble’s fort. They see a huge suspended pearl — For this reason, the water fortress there Barrel — a double barrel fl ow pen — a which is at the centre of the PearlMaster incorporates the whole story and all the hydro-magnetic tornado called Dawwama story — rising 30 metres [100 feet] characters in one place. and the Falcon’s Falaj, a hydromagnetic above the oasis. It’s really dramatic stuff. family ride. Also, the Bandit Bomber is Of course, it’s diffi cult to conceal What is the mix of national an interactive roller coaster with wet everything from the visitor as Yas and international visitors? elements, where riders can operate laser Waterworld is so large it can be seen When it opened in January 2013, Yas guns that hit targets and cause water from 4 kilometres [2.5 miles] away. was designed to cater for a 70 per cent cascades to go off round the park. However, visitors don’t really get the local and national market, with 30 But they are more than just thrilling true sense of it until those huge per cent of visitors expected to rides as the detail of the story is in every- doors part. come from overseas. thing. For example, the motion of the It surpassed all targets Falcon’s Falaj, as it rises and then plum- Have you catered in its fi rst year, and as time mets and then rises again, is scribing the for all ages? goes on and Abu Dhabi grows fl ight of the falcon in the story. Yes, there’s entertainment as a leisure destination, it’s for everyone, from young expected the balance will tip Do visitors have to follow the babies to pensioners. towards a predominantly story in a chronological way? The teenagers tend to international clientele. No, not at all. They can enjoy elements of head for thrill-seeking it all over the park – whether on a single What would you say ride or dining in the F&B outlets. Q The story’s main is the park’s USP? But for those who want a much deeper character is Dana, a Its USP is that it truly is engagement with the story, there is a young Emirati girl one of the fi rst hybrid paid-for Quest experience, which can last

62 AM 3 2014 ©Cybertrek 2014 -GICŻGBGKEGKPLGŻIFCCP

Creating comfortable aquatic experiences worldwide.

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www.neptunebenson.com www.ets-uv.com

[email protected] www.djwillrich.co.uk

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 63 WATERPARKS

Players acess story elements with a wristband. Maps and clues are contained in the Book of Wisdom, and parts of the narrative are acted out on video shorts for the participants to enjoy

THE PEARLMASTER QUEST

The PearlMaster is a unique solve ancient puzzles. day) they require. They ﬁll a personal wristband which interactive quest experience The adventure begins at out a parchment with their enables them to track their where participants get to a dedicated booth in the details, choose an adventure progress as they play the search for lost treasure, waterpark’s souk where name and are entered into game. The race is then on for encounter magical visitors choose their tribe as the game network. After a them to complete as many creatures, discharge well as the length of quest 10-minute training video, different quests and levels in hidden water cannon and (from one hour to a whole they are given a book and their allotted adventure time.

from one hour to several days depend- The Far East market in particular is keen ing on what people sign up for. It’s never on having culturally relevant attractions been done in a waterpark before. that the market can relate to. There are over 60 elements of the Quest As architects we can drive the water- around the park that can be set off by There’s going to be a trend park market. When we designed Wild the participant’s wristband – from secret Wadi in 1999 the waterpark industry caves opening and lights ﬂashing to sud- towards having much more was in its early embryonic stages. We den cascades of water. Guests progress meaning within parks. The found the best rides manufacturers and to the top level where they become a challenged them to come up with some- Far East market in particular PearlMaster and control exclusive ele- thing different to suit our needs. With ments within the park with their wristband. is keen on having culturally Yas, we came up with the ride paths for relevant attractions that experiences like the Falcon’s Falaj and What were the main challenges commissioned the ride companies to of the project for you? the market can relate to create the ride. We’ll start to see a lot At Atkins we design everything in three more of this in the future – the story and dimensions and because of this the story guest experience informing the design drives the design and therefore the guest Are you pleased with how Yas and not the other way around. experience is very complex. Waterworld has been received? We have a saying in our company: Absolutely. the LA Times best sums it up. So will we see evermore thrilling “animate, animate, animate”. It doesn’t They ran a story on the 20 best water- waterpark experiences in the future? matter where a guest is in the park they parks in the world and Yas was rated Yes, and also the edge between wet and must be having multiple experiences at second only four months after opening, dry parks will become more blurred, and one time, from unexpected vistas opening with Wild Wadi in Dubai, which Atkins we’ll see a lot more hybrid parks. up to sound effects to transparent roller- also designed and which also has a Our mantra at Atkins is this: one third coaster cars whizzing over their heads. strong storyline, rated fourth. of what we deliver should be familiar and It’s not just the big stuff. We take every- Before it opened, Yas Waterworld also already exist in the market, one third thing down to the minutest detail, such received an award for innovation from should be an evolution of those things, as what the hinges should look like on the World Waterpark Association, and it and one third should be revolution, intro- the doors. It’s all part of the immersion. broke all visitor targets in its ﬁrst year. ducing something totally different. It was also quite a challenge to con- Once guests have visited several big vince the client of our vision, but they Do you see any emerging trends waterparks around the world, they’ll be went with it and once Yas was two-thirds in the waterpark industry? looking for the next level of experience. built, they started to see what we’d seen There’s going to be a trend towards hav- The industry, which is still really in its all along and they couldn’t stop grinning. ing much more meaning within parks. infancy, must be primed to deliver it. O

64 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 +\YPUNV\Y[LU`LHYZH[[LUKPUN>>( ZOV^ZV\Y^H[LYWHYRYL]LU\L OHZTVYL[OHU[YPWSLKHUKH NVVKZSPJLVMV\YYL]LU\L NYV^[OOHZILLUK\L[V[OL PKLHZRUV^SLKNLHUKOLSW ^LOH]LNHPULKMYVT[OL ZOV^Z7S\Z[OLZVJPHS L]LUPUNZHYL^OLYL MYPLUKZOPWZHYLTHKL ¶1VOU*OPSK 4HUHNPUN+PYLJ[VY :HUKJHZ[SL>H[LYWHYR

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AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 65 INTERVIEW

Tiger Trail is a new exhibit at San Diego Zoo Safari Park, a forested habitat for Sumatran tigers

RICK SCHWARTZ

VISITORS ARE INVITED TO LOSE THEMSELVES AT SAN DIEGO SAFARI PARK’S IMMERSIVE EXHIBIT OF RARE SUMATRAN TIGERS. A ZOO AMBASSADOR TELLS ALL

Alice Davis, managing editor, Attractions Management

an Diego Zoo Safari Park has There’s also some Indonesian-style unveiled a new home for its architecture on the trail, is that right? Sumatran tigers. The winding Yes, there is a traditional longhouse, trail brings visitors through for- which is a community meeting house S ests, ponds and long grasses to like you’d see in Indonesia. We have see the majestic cats in an envi- many conservation efforts going on in ronment designed to feel as close to their Sumatra, so we have people coming and natural Indonesian habitat as possible. going all the time. They always bring We spoke to zookeeper Rick Schwartz fol- back a lot of photographs and imagery lowing the Tiger Trail’s opening weekend. and information about the architecture Schwartz, who is also an ambassador for and everything else. The trail’s attention San Diego Zoo Global, told us about the to detail is very vivid. It feels as though exhibit, the zoo’s conservation drives and you’re in an isloated forest in Southeast the joy of zookeeping. Asia. The longhouse offers another view of the exhibit and the cats, and it has a Can you describe the new lot of educational content too about the Tiger Trail to us? challenges the tigers face in the wild – The safari park is very open. It’s a huge such as habitat loss and poaching. exhibit that has all these species roam- ing through it just like you’d see in Africa. Q Rick Schwartz What do you hope visitors take away So what really stands out about the Tiger from walking the Tiger Trail? Trail is that you’re suddenly immersed you can see tigers on your left, you can The main idea behind it is to immerse our in the bamboo rainforests of Southeast see tigers on your right. There are also guests into the experience. We don’t want Asia. You disappear in this forest and it’s pools and ponds and streams – plenty of to hit them over the head with the edu- remarkably different from the rest of the water features because, in fact, the tigers cational side, but it’s there so we hope safari park experience. We’ve always had are one of the few cats that actually they’ll learn and be excited about tigers, Sumatran tigers at the safari park, but enjoy playing in water. We have already and also have a better understanding of the exhibit we had before was where you seen on the warmer days that the cats the challenges they face. had to stand on the perimeter and look will actually go in and play in the water. in. But now, in the newly opened Tiger That’s a real treat because it’s great for How large is the exhibit and Trail, the path winds and curves through our guests to witness this natural behav- how much did it cost? the exhibit space and (although you are iour that maybe your average person The Tiger Trail is just over 5 acres [2 safe, of course!) your perspective is that wouldn’t expect to see from a cat. hectares], and it cost $19.5 million

66 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 The 5-acre trail was entirely funded by donations and cost almost $20 million. INTERVIEW

Children learn about threats to the tigers – such as illegal logging – as well as having fun at the exhibit

[£11.6m, €14.3m]. We’re very fortunate that you wouldn’t get in a normal zoo. with our donor base; it was all paid for San Diego Zoo is a more traditional zoo by donations. The Tull family put up $9 in the city. There are great attractions million [£5.4m, €6.6m] and asked our there, like the koalas, which is set up donors to match it. They did, and actually like the Tiger Trail in that when you go in came up with a bit more. We have great you’re immersed in that Australian expe- community support here in San Diego rience, with animals, and reptiles and and across the nation. Our donors see plants from Australia. It’s about experi- the efforts in the work that we do. ence. It’s also true of the giant pandas, which are a huge attraction at the San There are six tigers now. Do Diego Zoo, in their bamboo forest, as you have room for more? though you were in a panda territory in Deﬁ nitely. This is essentially a breed- China. We want people to enjoy and have ing facility. There are only about 400 fun, but also give them a little education Sumatran tigers left in the wild, and so so they walk away having learned. our Species Survival programme and our efforts to end extinction are vital. Are the pandas the most Our goal is to work alongside other zoos Q Condors, on the edge of extinction in popular animals at the zoo? that have Sumatrans. We pay very close the 80s, are a conservation success story Yes, they are among the most popular attention to the blood line and genet- with our visitors. Traditionally it’s ics which allows us to match the proper What other exhibits do you have elephants, big cats and apes, but one cat to the proper breeding programme. at the safari park in San Diego? of the draws of the pandas is that only Making a strong blood line for the future At the safari park, one of the main attrac- a few zoos have them. At the Institute is a really important goal. By doing that, tions is the Africa Tram, where you go for Conservation Research we have on- we can ensure that some day we’ll have out to these very large ﬁ elds and it really site scientists who are trying to build an a Sumatran tiger population in zoos that does have that feel of being on safari. We understanding of panda conservation and can sustain a population in the wild. have a lot of different safari experiences breeding and what pandas are facing.

68 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 San Diego Zoo Safari Park covers an 1,800-acre site and is home to more than 300 species. Many of them roam freely through large, spacious enclosures. The Africa Tram ride (top left) is popular with vistors

What have been San Diego Zoo Global’s What’s the best part of your job? you have the opportunity to talk to a biggest successes in conservation? Occasionally, I get to just hang out with group of children, they are so locked in One of the most widely understood and an animal that I’ve known since it was and so excited and they ask such great widely publicised examples is the case a baby. Those little moments arejust questions and that is really fulfilling too. of the California condor. I use it as an amazing gems of experience that you example not only because it’s a large can’t get anywhere else or in any other What else is happening? magnificent bird, but it’s a story that job. And then, the other week I was in Our centennial is in 2016, so we are cur- holds true to many conservation efforts. In Africa tracking elephants and I can’t rently planning how to best to celebrate. the mid-1980s, there were only 22 or 24 believe I got to do that. And then, when That’s the big buzz right now. O individual condors left. Out of an entire species, there were less than two dozen. San Diego Zoo brought those birds into SAN DIEGO ZOO GLOBAL the zoo environment to prevent losing them altogether. Now in 2014 there are almost 400 condors in the world, and San Diego Zoo Global is the non-profit The name San Diego Zoo Global was about half of them are free in the wild. organisation that oversees San Diego decided on to reflect the operations of Zoo and San Diego Zoo Safari Park. The the organisation, which has a presence What does your role entail? third entity of San Diego Zoo Global is in 35 countries doing conservation work, My role as ambassador is great because the Institute for Conservation Research, and scientific study at the Institute of I enjoy talking about what we do and our which is based in San Diego and several Conservation Research. San Diego Zoo conservation efforts and I am passion- other locations around the world. Global runs breeding programmes and ate about animals and animal care. I work San Diego Zoo Global was estab- Species Survival plans, and works with with animals here in San Diego, and I also lished as the Zoological Society of San other zoological societies around the get to travel the world speaking to press Diego in 1916 by Dr Harry M Wegeforth, globe. “Our aim is very simple, although organisations, national TV shows, going who felt there was a need for a zoo it is a big undertaking: it’s to end extinc- to conservation sites, like Galapagos and for the children of San Diego to enjoy. tion.” says zookeeper Schwartz. Australia. I share that story with everyone.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 69 PROMOTIONAL FEATURE

E FOR EDUCATION

The Euro Attractions Show is just around the corner, and the organisers are calling on guests to get educated and get inspired

his September, the Euro both management and executive staff.” Attractions Show (EAS) Then, the Institute for Attraction ramps up its educational pro- Managers is a regularly held training gramme, offering attendees course with an edition to coincide with more seminars, workshops, EAS. “It’s aimed at industry professionals forums and presentations with three years’ management experience than ever before. Leading who have demonstrated the potential and T industry figures have been commitment to be on your senior man- invited to discuss a variety of agement team,” Staley explains. “The pressing issues and hot topics, and with programme includes extensive education hands-on workshops too, over 20 hours of on attraction finance, marketing, lead- educational content will be available. ership, operations, safety and revenue According to Karen Staley, vice- operations such as F&B and retail.” president of IAAPA Europe, the expo is There is an event for attendees at an a great way to see where the industry is earlier stage in their careers; the Young going, but the educational programmes Professionals Forum, taking place at the “actually teach you how to anticipate Heineken Experience in Amsterdam on these developments by learning from Karen Staley, vice-president IAAPA Europe 24 September. It’s a great opportunity best practices and experts from the for those relatively new to the industry industry.” Attendees also learn from tional activities for managers and leaders. to share, network and learn about the others’ experiences. “People really “We always try to prepare a programme steps others have taken to develop a suc- look forward to the CEOs Talk and the with a holistic approach, incorporating cessful career. “We have speakers from Leadership Breakfast. Their ways of work- HR, marketing, new ideas and hot top- Toverland, BRC Imagination Arts and ing, philosophies and visions broaden the ics,” Staley says. “Based on last year’s CoasterLab,” Staley says. “Also, Professor horizon for many people,” Staley says. feedback, we’ve focused on more prac- Erwin Taets from VIVES Flanders Leisure The three-day event, from 23 to 25 tical seminars this year, such as Fright Academy will share his experiences.” September at the RAI Exhibition and Fest – how to develop, market and man- With the largest exhibition floor in the Convention Centre in Amsterdam, the age a haunted attraction – and Old Wine, history of the European event and the Netherlands, will host 375 exhibitors and New Bottles, a panel session on how to strong focus on inspirational and informa- an estimated 8,500 visitors. It’s easy refresh existing products and make them tive parallel sessions, the show looks set to get involved, with a range of educa- more profitable, extremely interesting for to be one of the most exhilarating yet.

70 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 WE ALWAYS TRY TO PREPARE A PROGRAMME WITH A HOLISTIC APPROACH, INCORPORATING HR, MARKETING, NEW IDEAS AND HOT TOPICS

Seminar topics range from crisis management to dealing with online reviews. These are some highlights from the educational conference programme schedule

STIMULATING SEMINARS

GET INSIGHTS 23 SEPTEMBER GET EDUCATED 13.45 - 15.15 Fun, Fright and Festivals: How to GET INSPIRED develop seasonal events to increase attendance and revenues The off-season can be tough, especially in European climates. This seminar, presented by park event managers and show designers, explores how the potential of festivals like Halloween can be har- nessed to extend your season and boost business later in the year. This seminar also discusses one-off events such as music concerts, giving guidance on how TOP-CLASS TALKS PRACTICAL PROGRAMMES to develop, market and manage special events. & FASCINATING FORUMS 23 SEPTEMBER, 23 SEPTEMBER 17.00 - 18.00 21-23 SEPTEMBER 15.30 - 17.00 CEOs Speak: A quartet of Institute for Attractions Management Branded Goods: Is using CEOs talks about the industry IAAPA’s management development train- intellectual property the right past, present and future ing course is in session at the Heineken choice for your facility? Learning from the experts who possess Experience, giving mid-career profession- More and more parks are investing in a wealth of experience can be invalu- als the chance to learn new skills. IP, and it’s often a surefi re way to attract able, and it’s central to the EAS ethos. new customers and boost profi ts. But Continuing the CEOs Speak series of talks 24 SEPTEMBER intellectual property rights can be a com- this year, the event has invited four heads 15.00 - 19.30 plex area with potential disadvantages of family-oriented amusement parks to Fifth Annual IAAPA Europe and pitfalls as well as its advantages. The share their knowledge and insights with Waterpark Forum panel here — attraction designers, IP fellow attendees. The panel will be made This forum held at Center Parcs Eemhof license-holders, park operators, industry up of Andreas Anderson of Liseberg involves presentations, a park tour and a consultants — will share their experi- Amusement Park, Sweden; Roderick van briefi ng on the waterpark industry. ences and advice on this popular subject. Zuylen of Duinrell Park, the Netherlands; Mascha van Till of Walibi Holland and 25 SEPTEMBER 24 SEPTEMBER, Tolga Alisoglu of Vialand, Turkey. 9.45 - 15.00 12.45 - 14.15 Family Entertainment Centre / Old Wine, New Bottles: What 24 SEPTEMBER Indoor Play Centre Programme mature attractions can do to renew 8.30 - 9.55 Exclusively designed for FECs and indoor and refresh their facilities EAS Leadership Breakfast play centres, with a series of activities It’s vital in the attractions industry to Breakfast features Plopsa Group CEO and seminars dedicated to these sectors. renew our offerings and tempt custom- Steve van den Kerkhof as the keynote ers to return, and perhaps most germane speaker. Van den Kerkhof, chairman of the to those more mature attractions. This board of Belgian children’s TV company session will be conducted by a panel of Studio 100, who owns the Plopsa parks, For more information on EAS, planners, designers, operators and own- will talk about the relationship between visit www.IAAPA.org/EAS or ers who will share a fi ve-point strategy to Studio 100 brands and the parks, with the contact the IAAPA Europe growing attendance at older attractions, Plopsa sites attracting fans of the studio’s and present case studies to illustrate characters and creating further marketing offi ces at [email protected] their insights in practice. and merchandising opportunities.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 71 SHOW PREVIEW Kath Hudson, journalist, Attractions Management EURO ATTRACTIONS SHOW

The Euro Attractions Show (EAS) takes place at the Amsterdam RAI Exhibition and Convention Centre from 23-25 September, with more than 375 exhibitors. Here’s a sneak preview from some of the stands

HOLOVIS Holovis is launching its next-generation interactive dark ride solution. Its latest interactive game title in the Dome-Rider series is River Raid, a highly immersive MAURER SÖHNE themed experience designed for up to Maurer Söhne is giving show guests the opportunity to view its new Saturn-V six players using interactive devices, project, an affordable and easy-to-maintain dark ride. Based on one of Maurer high-quality visual gaming content and Söhne’s Spinning Coaster layouts, this ride has been dressed up with a space theme real-time special effects, all within a full and storyline, designed and written by New York design company Raven Sun. motion vehicle.

ZAMPERLA DYNAMIC ATTRACTIONS NWAVE Zamperla is presenting its latest roller Dynamic Attractions is using the nWave is launching its newest ride simu- coaster, the Thunderbolt, a modern-day show to launch a host of new lation title, Glacier Race 3D. Riders enter imagining of the original Thunderbolt rides. The Flying Theatre and a death-defying race over frozen land- which served New York’s Coney Island the Immersive Transporter are scapes, through tunnels and across ice thrill seekers from 1925 until 1982. This both aimed at the family mar- waterfalls. A new 4D attraction, the House nine-seater ride takes passengers through ket. The Circumotion Theatre of Magic 4D, makes its European debut, a 90-degree dive, where vehicles reach is a massive spinning, tilting and a new fi lm for the Halloween and 65mph (105kph), with a big loop, a zero- and dropping room and the SFX Christmas season, the Haunted Mansion G roll, a Stengel dive, Z loop, fast camel Coaster is a roller coaster-dark 4D, will be revealed. Inside nWave’s backs and a corkscrew. The fi rst installa- ride mix which incorporates a 54sqm [580sq ft] booth, a unique 3D tion has been made at Coney Island, its high speed catapult launch and screening facility means EAS visitors can fi rst custom coaster since the Cyclone. a free fall as the track drops. fully experience nWave’s new content.

72 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 CRUDEN Cruden will be showcasing its 6 DOF motion race simulation system, which P&P PROJECTS offers a Formula 1 racing experience. P&P Projects is promoting its various services from design to build, with some The company has just supplied a of its latest props and objects on show. The company has worked on a number of high-end private members club in exciting projects recently, including Europa Park’s Arthur and Disneyland Paris’s Guangzhou, China, which features eight latest attraction, Ratatouille, which opened this summer. race car simulators linked together.

PROSLIDE POLIN HUSS RIDES ProSlide is showcasing the popular Polin is exhibiting waterslide Besides top sellers like Giant Frisbee, ProSlide funnels which are consistently tubes and new-generation play King Kong and Sky Tower, Huss Rides topping installation lists. Twenty-five structures, which include modular has redesigned and improved some different versions of the customisable designs for flexibility and inter- of its classic rides, including the Tornado are opening in 2014. ProSlide is active features like tipping buckets. Condor-2G. The company is promoting also promoting its tailored hybrid rides In June, Polin installed a side-by- its latest gondola ride, the Huss Pirate having installed many “world firsts” this side Racer Twin Turbolance with Ship. This is already in situ in Djurs year, including a Tornado 24 plus Tornado its natural light effects technology Sommerland in Denmark, designed as a 60 at La Viva Water Park in China. at Aqualand Maspalomas, Spain. Viking ship in a new Viking-themed area.

JORA VISION Dutch park design ﬁrm Jora Vision is currently working on the concept for Bamses Värld at Kolmården Zoo in Sweden, a new area celebrating an iconic Swedish character slated to open next year. The area, based on the comic book bear Bamse, will include themed rides, play areas and a show area. Jora Vision is developing the shows, entertainment, sound effects and special effects for the experience.

Read Attractions Management online attractionsmanagement.com/digital 73

Turn-key immersive and interactive attractions

Interactive Dome Rides Scalable Dome Theatres Ultra Realistic Gaming Solutions Immersive Tunnels and Theatres

To see our latest dark ride in action visit us on Booth 7106 at EAS 2014

www.holovis.com London Los Angeles Shanghai CONFERENCE REPORT

Walter Ginckels of Technopolis François Englert (right), who shares a Nobel prize for his Higgs boson work SCIENCE CENTRE WORLD SUMMIT 2014

hree astronauts, two Nobel prize can play an important role when it comes laureates and one member of to teenagers and their screen addictions. the royal family – His Majesty Attracting teenagers and Through education, perhaps they can be King Philippe, King of Belgium – keeping up with digital tempted away from their computers, tab- T were among the 464 delegates lets or smartphones and converted into from 58 countries at Science developments were more active members in society. It was Centre World Summit 2014. The summit suggested that science centre operators was hosted by Technopolis in Belgium among the topics at the nurture teenagers’ making and tinkering in March, with Belgian Nobel laureate recent conference, as at popular Maker Faires [a family-friendly Professor François Englert opening the festival of invention, creativity and conference. In his address, Englert dis- Erik Jacquemyn, CEO resourcefulness and a celebration of the cussed the importance of science and of Technopolis, reports Maker movement]. These become oppor- technology, and how to engage the next tunities for science centres to help make generation with these crucial subjects. the makers of the future, and turn con- sumers into producers. SCREENAGERS learning and engagement. Attracting The role of science centres in society The World Summit was built up around teenagers, or screenagers as they’re was also discussed, and it was suggested three main themes: research and commu- often referred to, was one of the most they act as bridges between science and nication of research; engaging learners important topics raised at the conference. society, encouraging everyone to become in all settings; and new technologies for Delegates were told science centres a citizen scientist. To encourage people’s curiosity , science centres should help visitors to ask questions, rather than sim- Partnerships Chinese was offi cially signed. The ply providing the answers. International Council of Museums Another result of the World Summit (ICOM) expressed its interest in part- DIGITAL DILEMMA are the new partnerships that are nering with the science centre fi eld. Adapting to the digital age and the speed initiated and formalised. The agree- Also, the Human Brain Project of innovation poses a great challenge ment between the Chinese Association (HBP), the new Flagship EU initia- to science centres. One of the sessions of Natural Sciences Museums tive, announced a global collaboration questioned whether new technologies (CANSM) and the Association of with science centres. This co-creation enhance learning or create barriers. The Science-Technology Centres (ASTC) approach will bring the public along a use of apps was also debated, with a for the translation of its award win- scientifi c journey through thousands focus on how they can serve as power- ning magazine Dimensions in of science centres around the world. ful bridges between science centres and museums, universities and the public. A session about serious gaming discussed

76 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Scientist Colin H. Johnson (left) and Technopolis CEO Erik Jacquemyn (right)

THE MECHELEN DECLARATION

One of the outcomes of the World Summit is known as the Mechelen Declaration. In this document, the science centre fi eld and its strategic partners commit to con- crete actions. The document was signed by delegates from within the science centre fi eld and their networks: ASPAC (Asia Pacifi c Network of Science and Technology Centres), ASTC (Association of Science-Technology Centres), ECSITE (European network of science centres and museums), NAMES (North Africa and Middle East Science centres network), NCSM (National Council of Science Museums), REDPOP (Network for the Popularisation of Science and Technology in Latin America and the Caribbean) and SAASTEC (Southern African Association King Philippe of Belgium signs of Science and Technology Centres). Commission) and Marie Levens (direc- the Mechelen Declaration Many delegates outside the science tor human development, education and centre fi eld also signed the Mechelen culture at the Organisation of American Declaration: Kris Peeters (minister-pres- interview in AM Q2 14), Tissa Vitarana States). By signing the document, they ident of the government of Flanders), (senior minister scientifi c affairs, Sri agreed to promote the declaration to their Dr Hans-Martin Hinz (president of the Lanka), Anne Glover (chief scientifi c organisation and respond to future invita- International Council of Museums – see adviser to the president of the European tions to discuss potential partnerships.

sharing scientifi c content in a smooth and gadget becomes defunct. inside and outside the science centre playful way, as gaming gets the player Other key speakers during the open- fi eld were involved. Ideas and debates emotionally and personally involved. ing session were Professor Tissa Vitarana provided by people outside the industry Personalising the science centre visit (senior minister scientifi c affairs, Sri provided fresh insight and will be used in was also discussed. As visitor expecta- Lanka), Marie Levens (director human the theory and practice of planning, oper- tions are increasing, science centres are development, E education and culture at ating and developing science centres. O experimenting with new ways to generate the Organisation of American States) and more personalised content and provide Professor Anne Glover (chief scientifi c Erik Jacquemyn deeper access. Many delegates predicted adviser to the president of the European CEO of the hosting science that interactive artworks would feature Commission, José Manuel Barroso). centre Technopolis and chair far more in science centres of the future. Glover emphasised the importance of of the summit’s international Ensuring a strong interaction and behav- communicating research: “Research not programme committee ioural enrichment is paramount, as real communicated is research not done.” Email: [email protected] experiences will last long after the latest For the fi rst time, speakers from both www.technopolis.be

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 77 GALLERY DESIGN Julie Cramer and Katie Buckley, Attractions Management PLAY TO THE GALLERY

A spate of exciting museum design has set pulses racing, with new projects embracing the outside world, and renovations eyeing a perfect balance between modern and original architecture. Here’s a round-up

PÉREZ ART MUSEUM MIAMI, FLORIDA, US ARCHITECTS HERZOG & DE MEURON

he new Pérez Art Museum Miami Within the contemporary art museum, canopy, both of which extend far beyond (PAMM) reflects both the natu- different modes of display have been the facility’s walls to create a comfortable ral and urban landscapes of this used in a non-linear sequence, allowing shaded veranda. Wide stairways connect Florida city. Designed by Swiss visitors to map their own routes through the platform to the bay and a waterfront T architects Herzog & de Meuron, the collection and space. The permanent promenade, creating a continuous, open the museum plays a key role in collection galleries are on the first and civic space that integrates community, Miami’s bid to become an important arts second levels. Benefitting from natural nature, architecture and art. and culture destination. light and views of the surrounding park Herzog & de Meuron co-founder and The museum’s front façade is oriented and bay, outward-facing exhibition spaces senior partner, Jacques Herzog says: toward the bay area, making it a highly alternate with enclosed, intimate galleries “Miami is known for its iconic art deco visible landmark in Miami’s cityscape. with a focus on single subjects. Art is dis- district – in fact art deco was about deco- PAMM includes 3,000sqm (32,000sq ft) played throughout the mueseum, including rated boxes with no great relationship and of gallery space with educational facili- the garden and the parking garage. exchange between inside and outside.” ties, a shop and waterfront café spread The museum sits on a platform below a “The greatest thing, however, that makes over three storeys. Extensive plazas and Miami so extraordinary is its amaz- gardens make the most of the favourable ing climate, lush vegetation and cultural climate. The building offers a threefold diversity. How can these assets be fully increase in programmable space com- A view of the east facade of the Perez exploited and translated into architecture? pared to the facility – the Miami Art Art Museum Miami, designed by Swiss That’s the way we tried to go with our Museum – that it replaced. artchitecture firm Herzog & de Meuron design for the new art museum in Miami.” PHOTO BY ARMANDO/MANNYOFMIAMI.COM

78 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 A rendering of the courtyard of the Museo Maya de America. The cenote-inspired waterfall is the focal point PHOTOS BY HARRY GUGGER STUDIO HARRY BY PHOTOS

MUSEO MAYA DE AMÉRICA GUATEMALA CITY, GUATEMALA ARCHITECTS HARRY GUGGER STUDIO

he Museo Maya de América is due connected to the lower levels by stairs to open in Guatemala City in 2017 that climb around a central courtyard. and its developers say it will rep- This courtyard evokes the cenote, a resent one of the most ambitious type of natural sinkhole characteristic of T cultural development projects ever the Yucatan and held sacred by the Maya. undertaken in Central America. Open to the sky and lushly planted, the Designed by Swiss architects Harry eight-storey cenote will be the heart of Gugger Studio in collaboration with the museum. The large roof surface will Boston-based design fi rm Over Under, collect rainwater and fi lter it through the the new museum will be home to one of cenote in a method recalling traditional the world’s most important collections of Mayan practices of channelling water. artefacts, artworks and textiles from the Situated at a prominent location sophisticated Mayan civilisation. A park and lush greenery will frame the on the edge of L’Aurora Park, the new The museum will offer 60,000sqm architecture, based on the motifs of the museum will be visible when exiting (646,000sq ft) of programmable space, traditional Mayan temple Guatemala City’s international airport, and has a budget of $60m (£35m, €44m). and is expected to become the capstone The building design draws inspiration from staggered stone screens is punctuated by to a series of museums, including the traditional Mayan temple architecture. over-scaled loggias that draw light into Children’s Museum and the Museum Harry Gugger, principal of Harry the building and offer glimpses inside.” of Contemporary Art. This new cul- Gugger Studio, says the building will Organised for maximum public interac- tural nexus – located in what will be the form “a monolithic box perched atop tion with the site, the ground fl oor will largest recreational open space in the blocks of stone, as if fl oating above the be almost entirely open space. The gal- city – will provide a new destination for ground. On closer inspection, a pattern of leries will reside within the fl oating box, tourists and residents alike.

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 79 GALLERY DESIGN PHOTOS COURTESY CARUSO ST JOHN AND TATE (C) HÉLÈNE BINET

The central spiral staircase in the rotunda of the Tate Britain (left) and the lower level rotunda (above). Tate Britain’s exterior (below) PHOTOS COURTESY CARUSO ST JOHN AND TATE (C) HÉLÈNE BINET (C) JOHN AND TATE ST CARUSO COURTESY PHOTOS PHOTO (C) TATE PHOTOGRAPHY TATE BRITAIN LONDON, UK ARCHITECTS: CARUSO ST JOHN

new-look Tate Britain, compris- and a new archive gallery, presenting ing an ambitious transformation temporary displays from Tate’s extensive of the oldest part of the Grade archive of artists’ letters and ephemera. II-listed London building, has The museum’s food and beverage A been completed by architects outlets have also been extensively Caruso St John. remodelled. The Whistler Restaurant The £45m ($77m, €57m) project has been reopened, with its famous Rex included the reopening of the main Whistler mural, The Expedition in Pursuit ORIGINALLY OPENED IN entrance on Millbank, combining new of Rare Meats (1926-7), fully restored. 1927, WHISTLER RESTAURANT features with the excavation of the Originally opened in 1927, the restaurant building’s original architectural elements. was once, owing to its mural, described WAS ONCE, OWING TO ITS The changes included a striking new in a newspaper as “the most amusing MURAL, DESCRIBED IN A spiral staircase inside the entrance in room in Europe” and it’s been a site of the Rotunda, which opens up access to political and social intrigue ever since. NEWSPAPER AS “THE MOST new public spaces below. The redevelopment included the AMUSING ROOM IN EUROPE” The floor of the Rotunda was remade opening of the circular balcony of the in terrazzo in a pattern that recalls Rotunda’s domed atrium, which had been the original marble mosaic floor. The closed to visitors since the 1920s. The Rotunda niches have once again become space is now an elegant café for Tate locations for the display of art. members complete with a 14-metre-long New learning studios are located (46-foot) bar, while the Grand Saloon, throughout the gallery, including a overlooking the Thames, offers a light- dedicated schools’ entrance and reception, filled space for seminars and events.

80 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 PHILADELPHIA MUSEUM OF ART PHILADELPHIA, PENNSYLVANIA, US ARCHITECTS: GEHRY PARTNERS

rank Gehry and the Philadelphia Museum of Art (PMoA) have Lenfest Hall rendering (above), and unveiled a master plan for the an aerial mock-up of the west wing 90-year-old museum. Known with a view of the msuem’s west (left) F for the Guggenheim Museum in Bilbao, Spain, Gehry’s latest designs for PMoA were revealed in an 2028, says Gail Harrity, the museum’s exhibition this summer entitled Making president and chief operating ofﬁ cer. a Classic Modern: Frank Gehry’s Master “Given the ambitious scope of the plan, Plan for the Philadelphia Museum of Art. it has been designed in separate phases Gehry’s plans to extend and renovate that can be implemented as funds are unlike any of his previous works, “dra- (23-foot) opening in the “Rocky steps” become available,” she says. matically different and virtually unique,” that lead up to the east entrance of the Ultimately, the expansion and renova- according to the museum. The architect’s museum. The steps became a tourist tion would be time-consuming and costly plans include opening up the space at the attraction in their own right follow- undertaking, but with a predicted increase centre of the museum, creating subterra- ing their appearance in Rocky in 1976. of almost 16,000sqm (170,000sq ft) of nean galleries lit by a skylight in the East Visitors often climb the steps to recre- gallery space, the interior of the building Terrace, and re-opening a vaulted under- ate a famous Sylvester Stallone scene. would be completely transformed. O ground walkway long closed to the public. The opening in the steps would provide The plans are undeniably modern, yet access to several underground galleries. PHOTOS BY GEHRY PARTNERS LLP sympathetic to the historic building. The project has a completion date of The most daring aspect of the $352m (£205m, €257m) scheme appears to be the proposed creation of a 7-metre

A cross-section view showing the changes to existing interior spaces and the new underground galleries

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 81 COMPANY PROFILE PROMOTION CELEBRATING 15 YEARS OF SUCCESS

From small beginnings, interactive attractions creator Triotech has chartered a path to global recognition

rnest Yale nur- is a very innovative attrac- shows in Asia and Europe. It was a big, tured his schoolboy tion that combines the best though calculated, risk. It turned out to obsession with com- of several technologies. It be a great move as it isolated us from puters to become provides great value for the downturn of 2008-09. founder and CEO parks because it allows the E of a market-lead- deployment of a signature WHAT HAS CHANGED IN ing interactive attraction with great guest THE LAST 15 YEARS? attractions company. As the experience at the fraction Of course there is global reach. We have Montreal-based dark ride of the investment typically over 15 systems installed in China. We Ernest Yale, specialists enjoy their 15th required. This is a great have a Triotech offi ce there staffed with President & Ceo anniversary, Yale recalls the example of gamifi cation and our own employees and that team is highlights of the journey so far. ride entertainment at play. growing, as is our presence in Asia. Then there is the size and complexity HOW DID YOU BECOME INVOLVED CAN YOU TELL US ABOUT of projects. An interactive dark ride is a IN THIS INDUSTRY? THE TRIOTECH TEAM? multi-million dollar investment that can I started dabbling with computers at a We have a really strong team at Triotech. involve many stakeholders, park own- young age. We didn’t have the money Gabi Salabi is vice president of business ers, master planning fi rm, architects. In to get a computer or even video games development. He has a strong back- response to that, we’ve hired project and when I was a teenager so I stayed around ground of over 15 years in global sales. bid managers, implemented a Project after school and learned how they Gabi joined Triotech in 2010. Management Offi ce, and developed worked, how to program them. I made Late that year Eric Marradi joined as improved quality control processes. my own games working at lunch time creative director. Christian Martin joined The fact that we do content is another and after hours. It was a passion for me. over a year ago and has been in mar- change. It’s a solid arrow in our quiver. We I completed my studies in that fi eld and keting and sales with multinational can supply a turn-key solution eventually started Triotech in 1999. companies throughout his career. with original content or we can This year we added Jean- integrate characters or envi- AS TRIOTECH TURNS 15, WHAT HAVE Francois Campeau to head ronments from our client. BEEN THE MAIN MILESTONES? R&D. They join the talent We integrate IP and create We began in the coin-op world but real- that has been with Triotech custom branded content, ised that our technology and know-how for a long time; Sylvain as we are doing for a dark were scalable, which meant bigger attrac- Larose as CFO/COO and ride at Hello Kitty World in tions. Motion technology, 3D projection, Jeff D’Arrisso as software Shanghai. software and the integration of all ele- director. It is key to reinforce We now operate attrac- ments of an attraction put us on the map. your team with people that tions in partnerships around Then there’s interactivity, one of our core bring different skill sets if you Triotech won a the globe, which allows us to assets. It takes the fun of video games want to grow your company. Brass Ring Award acquire fi rst-hand experience and brings it out-of-home and into a group for its XD Dark of what works with visitors. setting. Winning a Brass Ring Award last WHAT HAS BEEN Ride in 2013 year was, in a way, a thumbs up from our MOST CHALLENGING WHAT’S THE SAME? industry that we have something unique. FOR TRIOTECH? You have to provide an The next big thing is interactive dark Around 2007 we decided to invest in attraction that guests will enjoy and pro- rides. We have just commissioned international deployment. This was a vide a superior ROI for the operator. The Wonder Mountain’s Guardian at Canada’s huge challenge for a small (at the time) former drives the latter. If it’s a great Wonderland and it has been a success. It Canadian company. We started doing experience, guests will come back.

82 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 Triotech CEO Ernest Yale (front) with part of Triotech’s team (from left to right) Eric Marradi, Christian Martin, David Miron and Gabi Salabi

WHAT IS THE SECRET TO We believe people should have access to a fun, safe, TRIOTECH’S SUCCESS? Develop everything with the guest in wide-appeal adventure that can be experienced as a group. mind. Whether a coin-op or an interactive dark ride for a major theme park, it’s all This is what creates the buzz. This is what Triotech is about about the guest experience.

HOW DO YOU APPROACH BUSINESS? Furthermore, our attractions are not WHAT’S NEXT? Steve Jobs said: “You’ve got to start with dependent on the weather. This is key in We have interactive dark ride projects the customer experience and work back certain areas of the globe where inclem- on several continents, involving interest- toward the technology – not the other way ent weather can affect the ROI of an ing IP for some and creative new content around.” We apply the same philosophy attraction. Then there is the safety aspect for others. We’re becoming the supplier in our product development. We believe as media-based attractions have an of preference on IDRs for our interactive people should have access to a fun, safe, extremely good record for safety. technology and real-time media content wide-appeal adventure that can be experi- production capabilities. This trend is grow- enced as a group. This is what creates the WHAT MAKES GUESTS COME ing, especially for branded attractions. buzz. This is what Triotech is about. BACK FOR MORE? We’re also developing new products. “Replay-ability” is key in our interactive We can’t reveal our product pipeline but HOW IMPORTANT IS IT THAT YOU attractions. This is driven by two fac- we like to bring something special to APPEAL TO A BROAD AUDIENCE? tors. Firstly, we take guests on real-time IAAPA in Orlando every year. Last year We provide a great guest experience, with media-based adventures so they live it we brought a fully functioning interactive wide appeal measured in terms of age, differently each time. Much like a video dark ride. This year we are working on a gender and culture. Some alternative game, the characters react to what the few special items too. rides have a much narrower appeal – say, guests do. Secondly, there is competition. Another development is our foray into teenage boys. But, a Triotech attraction The fact that scores are kept increases the edutainment market. We have instal- appeals to kids and their parents … and the fun factor and makes guests want to lations in zoos and we believe we can their grandparents, whether they are in relive the experience to get an even bet- enhance the offering at museums, sci- the US or China or the UK. ter score or just to beat their friends. ence centres and aquariums. O

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 83 AUDIOGUIDES & APPS Kath Hudson, journalist, Attractions Management GRAND TOURS

In our latest apps and audioguides round-up an interactive tour around an artist’s home adds a deeper level to the visitor experience

FRIDA KAHLO TOUR

Location: Museo Frida Kahlo Design: Antenna International

Increasing dwell time and boosting visitor engagement at the home of Mexican artist Frida Kahlo were the primary reasons for Museo Frida Kahlo launcing its fi rst handheld interactive audiovisual digital guide. The guide takes visitors around the home and grounds of the cultural icon, located in Casa Azul, Coyoacan, Mexico. The hour-long tour, in Spanish or Frida Kahlo spent most of her life at Casa Azul, which became a museum in 1958 English, describes the collection of different artefacts throughout her home and garden The museum particularly marketing manager, Americas. “They letters, diaries, poetry, notes and memos. wanted people to spend more time in the wanted to highlight the fact that the home Two games are also included. In the outdoor space enjoying the sculptures. was the centre of her creative universe.” fi rst, players are sent on a scavenger hunt “The museum wanted an audio tour that Visitors can click on images of arte- to discover treasures hidden throughout would be authentic in their eyes. They are facts and learn their signifi cance, while the grounds by Frida’s naughty monkey. very protective of Frida and didn’t want constantly hearing commentary by the art- In the second, players make music with the story to be over-dramatised,” says ist herself. During the guide’s development, virtual conch shells, inspired by the shells Blaire Moskowitz, Antenna International’s Antenna had unlimited access to Kahlo’s which decorate the terraces at Casa Azul.

KENWOOD HOUSE TOUR FOR VISUALLY IMPAIRED AND DEAF SHAKESPEARE’S GLOBE EXHIBITION TOUR Location: Kenwood House have a main reception area, Design: Acoustiguides just ﬂ oating volunteers in the Location: Shakespeare’s Globe welcome area,” says Sarah Design: Acoustiguides English Heritage has Mallett, Acoustiguides’ head launched a free app, via of digital media sales and Apps and audioguides provide an Android and iOS, to open up marketing, UK and Europe. effective way of enhancing the vis- the experience of Kenwood The tour of the Hampstead tor experience and help people from a House to visually impaired Heath, London, attraction is multitude of nationalities. This summer, and deaf visitors. led by a narrator and includes Shakespeare’s Globe Exhibition in London Using the Acoustiguide insights from a number of added Mandarin and Russian to the six mobile platform, the British different specialists. Each languages that it already has on offer on sign language app plays video segment has a voice prompt its Opus Click multimedia guide. of interpreters signing the that tells the visitor which The 60-minute multimedia tour, written commentaries. Each tour is subtitled. commentary they are about to listen to. by Acoustiguide’s creative team, gives an “English Heritage chose an app The app presents Kenwood House engaging account of the Globe’s history, because it was the best tool to reach through four different themes and from its construction in the 16th century all visitors, since the house doesn’t includes a variety of visuals and maps. to its accidental burning down in 1613 and rebuilding in the 20th century.

84 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 BACK IN TIME: HISTORY AND ROYALTY TOUR

Location: De Nieuwe Kerk Design: Guide ID

Famous Dutch heritage site De Nieuwe Kerk in Amsterdam has opened its annual installation Back in Time: History and Royalty, which features a multimedia tour via the Podcatcher from Guide ID. HOUSES OF PARLIAMENT FAMILY TOUR The tour allows the visitor to choose his or her own path through Location: Houses of Parliament reporters delivering stories associated the exhibition as they navigate 600 Design: Antenna International with the historic building, from places like years of history, medieval mysteries the Royal Gallery, Members’ Lobby and and royal traditions. A children’s trail Historic and cultural sites can be less Queen’s Robing Room. and quiz provide another element to exciting for young visitors than they are The tours are available in a range a family-oriented experience. for their parents, but not if illustrious of languages, including Mandarin and Manager of commercial business histories are brought to life with guides Russian. Amy Pitts, head of visitor and Heleen van Ketwich Verschuur says designed specifi cally with them in mind. retail services, says visitors are being as well as being a fl exible, user- London’s Houses of Parliament has cre- offered a wider choice than ever before. friendly and easy-to-update guide, ated a version of its audio tour especially “We are confi dent this summer’s tours will the Podcatcher is also effective for for families. The tour includes engaging appeal to new audiences and encourage research and evaluation. commentary delivered in the style of a previous visitors to come back and see live news broadcast, with time-travelling what we now have to offer,” she says.

DIGGERLAND UK

Location: with the open- Diggerland ing of the ﬁ rst US Design: Diggerland park Diggerland in New Jersey in June this year. Diggerland, the Diggerland construction- believes app- themed adventure based guides park, has launched are increasingly an in-house designed important to enhancing ANNE FRANK HOUSE TOUR smartphone app called customer satisfaction. Diggerland UK. The app is “More and more people Location: Anne Frank House further opportunity to reﬂ ect being used mainly for mar- are using apps with their Design: Guide ID on the life of the famed diarist. keting purposes, making smartphones and tablets,” It shows people from across information about the park says UK marketing man- The Anne Frank House in the world explaining what easily accessible. ager Sherene Garvin-Mack. Amsterdam in the Netherlands Frank means to them and how The app will be accom- “At Diggerland we wanted to has introduced Guide ID’s she has inspired them. panied by a new mobile tap into this market by put- Podcatcher platform as a The narration has been website, set for launch in ting ourselves in front of a way of talking to a number of translated into seven different time for the 2015 season. A much larger, younger audi- different nationalities. languages which people can game will be downloadable ence who, as our research The museum has also intro- listen to on a small, handheld later in the year. has shown, prefer to search duced an immersive video Podcatcher device provided The new app coincided for information this way.” projection to give visitors a to them at the museum.

AM 3 2014 ©Cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 85 Gamma LeisurePOS MEMBERSHIP

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86 Read Attractions Management online attractionsmanagement.com/digital AM 3 2014 ©Cybertrek 2014 LIGHT & SOUND Jason Holland, product editor, Attractions Management LIGHT FANTASTIC

In our latest light and sound round-up, narratives are projected onto castle walls and Tate Modern’s Turbine Hall is transformed by a lighting installation

having been closed for 15 image 15 metres (49 feet) BRINGING HISTORY TO LIGHT months to undergo a £4.2m Giant images wide by 10 metres (33 feet) ($7.1m, €5.3m) transforma- were beamed tall. Installation was com- tion – wanted the shows onto the wall by a pleted by Sysco AV. rojection Studio has been involved to inspire visitors to learn single Panasonic In another project, The in a number of recent projects more about the building’s PT-DZ21K machine Projection Studio collabo- P which have lit up castles, cathedrals history. “The challenge was rated with artist Maria Rud and other historic buildings. picking a selection of histor- to take its Animotion concept Projection artist and digital art special- ical moments that would best translate to to Durham Cathedral, UK. The company ist Ross Ashton is able to bring building’s large format projection and also encapsu- projected nine painted sequences onto the histories to life in colourful, accessible, late the scope and breadth of the Castle’s wall of the cathedral’s library, accompanied informative and entertaining narratives. He story in a short timeframe,” says Ashton. by live music. The adjacent cloisters were recently created three new son et lumière As well as storyboarding, scripting lit by a scheme designed by Ranald Neilson shows for Colchester Castle, UK, com- and producing the three stories, Ashton that complemented the projection. prising a giant projection onto one of the designed the projection system, which has “This idea can work in numerous loca- castle’s internal walls, accompanied by a a Panasonic PT-DW17K at the centre, ﬁtted tions and environments,” says Ashton. soundtrack by sound artist Karen Monid. with a .6 short throw lens. The projector The castle – which recently reopened is attached to the ceiling and projects an Q attractions-kit.net keyword: Projection

AUDIO INTERPRETATION Presentations include a reenactment video of Lincoln’s assassination and a multimedia review of Lincoln’s life museum which explores the life and legacy of 16th US president AAbraham Lincoln is using Alcorn and control systems were used, with DMX McBride audio systems to interpret Machines controlling about 400 lights in the world in which he lived. the museum, a ProTraXX 16-channel audio The Lincoln Heritage Museum opened in player being used for other programs; and 1942, but with a growing collection moved a V16 Pro serving as the show controller. in April this year to a new Lincoln Center and touch-points, which are controlled by Eidson Studios performed the AV design at the campus of Lincoln College, Illinois, proximity sensors from Technovision. and installation, while Taylor Studios, of US. The museum features multiple pres- Alcorn McBride’s Digital Binloop car- Rantoul, Illinois was the exhibit design, entations about the president within each ries the surround sound audio, while its fabrication and lighting ﬁrm for the project. room. Visitors interact with 53 audio and A/V Binloop HD provides synchronised video programmes by way of 35 motion video playback. Other Alcorn McBride AV Q attractions-kit.net keyword: Alcorn

Nick Gray aimed to high- exhibit in its own right for MISSION ACCOMPLISHED light the room’s imposing Using entirely the evening,” said Gray. industrial architecture – white light created Using white light, Gray AT TATE MODERN the gallery was formerly an atmospheric also introduced repetitive Bankside Power Station monochrome effect number sequences in the ighting and visual design practice – and bring it into a new design – in multiples of 10 – Renegade’s recent installation at dimension and context using representative of Mission’s L London’s Tate Modern became an the full height and scale. The Turbine Hall 10-year celebrations. The design also art exhibit in its own right. measures 152 metres (499 feet) long and preserved and accentuated the overall The lighting installation at the famous 35 metres (115 feet) high. sightlines rather than losing them for the Turbine Hall was for a special event mark- “Most visitors don’t immediately notice sake of “standard” lighting effects. ing brand and live communications agency a lot of the detail, so lighting the space is Mission’s 10th anniversary. Renegade’s a big chance to make it almost into an art Q attractions-kit.net keyword: Renegade

was selected to control and calibrate the CIRCUS FUN AND lighting systems for the 10-day Changlong International Circus Festival. The console PARALYMPIC GAMES offers advanced visualisation of lighting control, accommodating a product range artin lighting systems are from traditional fixtures to moving lights deployed in a number locations and the most advanced media servers. M and projects but two unique pro- “During shows that span multiple days, jects this year were an ice show it is imperative for the lighting systems to in Russia celebrating the 2014 Paralympic be controlled by a console that can con- Winter Games and a circus festival in China. Martin lighting systems can be seen in sistently keep up with the pace without The ice show at Yubileny Sport Palace in action at the Sochi 2014 Paralympic failure,” says Yuri Zhang, vice GM of local St Petersburg was provided by equipment Winter Games Torch Relay Martin distributor Guangzhou Dan-Pro supplier Euroshow and held before the Stage Equipment. “To this end, the body final stage of the Torch Relay. of the console consists of a lightweight The Martin fixtures were selected based the MAC 101 fixtures on the floor around aluminium shell, which also allows for a on their functionality and brightness, and the ice hockey rink where the show took compact design and fast set-up times.” the lighting concept of the show featured place. With the ice surface itself an integral Denmark-based Martin is the lighting creative lighting and midair effects. element of performance design, Yevstifeyev division of global infotainment and audio Euroshow’s lighting designer Alexey deployed the MAC Viper to get the maxi- company Harman International Industries. Yevstifeyev used a combined truss mount- mum out of the space he was given. ing and floor mounting system and placed In Zhuhai, China, Martin’s M6 Console Q attractions-kit.net keyword: Martin

AM 3 2014 ©cybertrek 2014 Read Attractions Management online attractionsmanagement.com/digital 89 PRODUCT ROUND-UP: WATERPARKS

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Nature-themed Senbo Green Park Re- sort in China made Forrec responsible for master planning and concept design down to detail design. The theme is based on a magical story of ancient tribes.The Canadian company is also responsible for concept and schematic design for Dawang Deep Pit Water World, China, an indoor water park in a recreational development that includes an Ice and Snow World. Keyword: Forrec Twin racing waterslide thrills Aqualand visitors

Polin has installed its Racer Twin the ride, it interacts with sunlight that Turbolance at Aqualand Maspalomas, shines through translucent stripes at part of the Aspro Group chain. It’s the the top of the slide’s tunnels. These first of its kind in Spain, and one of natural effects take different forms the biggest waterslides in Europe, ac- as the sunlight changes throughout cording to the Turkish manufacturer. the day. The half-closed/half-open The ride features two circular racing waterslide is manufactured with resin tube slides. Polin uses its Natural transfer moulding technology, offering Light Effects technology on the a smooth, shiny finish on both sides. attraction – as water sluices through Keyword: Polin A dynamic and colourful interactive environment Custom theming is Empex Watertoys has supplied no monkey business water park equipment at the newly refurbished and redesigned Cronwell Whitewater West themed a new Platamon Resort in Platamonas, $4.5m (£2.6m, €3.3m) play structure Greece. Empex has created a at the Zoombezi Bay waterpark. The dynamic and colourful spray park AquaPlay RainFortress at the park for children up to the age of 12. It in Ohio, US, features baboons and a features an interactive play structure sprawling octopus created by White- with water sprays and slides. Empex water West. The play structure, called supplied water features from its Baboon Lagoon, opened in May, and different design lines. These included has more than 90 interactive water Aquatons, Aquatoys and Aquanetics. elements and nine waterslides. Keyword: Empex Keyword: Whitewater

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